旅行業從事醫療觀光商業模式建構之研究

Building up the Medical Tourism Business Model in Travel Agency Industry

張宇姍(Yu-Shan Chang)

指導教授 ： 黃榮鵬 教授

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2010年)

摘要

由於世界人口老齡化的現象趨於增加。追求健康、養生保健的議題也是許多高齡化社會所關注的焦點。現代人在旅遊過程中體驗不同的生活環境，嘗試新鮮事物，觀光旅遊即是健康生活之中的必需品，兩者密切不可分割。當全球醫療保健的服務隨著需求而增加，患者在等候時間過長且價格便宜的誘因之下，考慮到國外進行治療。「醫療觀光」這項新興產業在結合國際醫療與觀光概念之下成為現在國家急欲發展的產業之一。
本研究主要議題在探討當前台灣醫療觀光產業的現況，並針對旅行業欲從事醫療觀光建構其商業模式。其中應用的相關理論包括醫療觀光的定義、商業模式理論及旅行產業特性這三方面去探討。本研究設計為定性研究，先以文獻蒐集為基礎，輔以滾雪球抽樣法，並採以深度訪談及德爾菲法與專家進行訪談及問卷調查。藉由文獻探討發展出六項構面為「價值主張」、「產品規劃」、「顧客介面」、「價值網絡」、「獲利機制」、「差異化策略」，並經過專家深度訪談及德爾菲三回合的問卷調查後確立各項構面的特性及涵蓋的指標因素。
最後經本研究發現，旅行業者對於醫療院所之間的合作方式，尚不明確，礙於現今醫療觀光的市場未成熟，也因此對顧客的需求無法精確掌握。旅行業者若要在醫療觀光市場掌握先機，必須要明確清楚公司的價值主張，產品內容須具備彈性化以因應消費者從事醫療行為後可能有的變動，並發展差異化的策略，以利旅行業者在醫療觀光市場中達到獲利目標，進而建立一個具備彈性、永續經營的商業環境。

關鍵字

旅行業 ； 醫療觀光 ； 商業模式 ； 德爾菲法

並列摘要

As ageing societies become the trend, pursuit of health and health care also become heated topics. Since modern people experience different environment and explore novel things while they travel, tourism has become a necessity of a healthy life. As global medical care industries upgrade their services, impatient patients now are lured by the new model, “medical tourism,” and consider it as a new opportunity. This newly blossoming business combines the concept of international medical care and tourism, and is one of the industries that many countries are eagerly striving to develop.
This study aims to discuss the current status of medical tourism industry in Taiwan, and constructs a business model for travel agent industries. This study adopted qualitative methods, and conducted literature review, in-depth interview, Delphi method, and survey investigation based on snowball sampling. According to the literature review, this study first developed six dimensions, and then validated the features of each dimension and its corresponding indicators through in-depth interview and three stages of Delphi study.
Results of this study suggested that travel agent industries still have unclear ways of cooperation with hospitals. Owing to the immature medical tourism market, agent could not accurately understand customer needs. Thus, they should clarify their corporate values, promote flexible products in response to consumers’ possible alternations after undergoing medical care, and develop differentiation strategies. By doing so they could achieve the goal of profit-making, and establish a flexible and sustainable environment for the medical tourism market.

並列關鍵字

Travel Agency ； Medical Tourism ； Business Model ； Delphi Method

參考文獻

7.吳俊賢 (2008)。台灣發展醫療旅遊商業模式初探研究。未出版

8.宋文娟（2001)。一種質量並重的研究法-德爾菲法在醫務管理學

9.李美華（譯）（1998）。社會科學研究方法。台北：時英。

16.程華強（2008）。泰國觀光醫療產業發展之研究。未出版碩士

21.簡筱蓉 (2006) 。台灣墾丁保健旅遊政策研究。未出版碩士