臺灣推行國際醫療觀光之發展現況－以中部地區相關產業為例

The Situation of International Medical Tourism in Taiwan-The Relevant Industries in The Middle of Taiwan for Example

杜光玉(Kuang-Yu Tu) ； 易瑄容(Syuan-Rong Yi) ； 洪子瑀(Tzu-Yu Hung) ； 翁綺徽(Chi-Hui Weng) ； 潘柔安(Rou-An Pan) ； 劉燕霖(Yen-Lin Liu) ； 尹雯華(Wen-Hua Yin) ； 吳淑卿(Shu-Ching Wu)

《嶺東體育暨休閒學刊》 14期 (2016/06) Pp. 91-111

摘要

目的：分別從政府政策、醫療院所及旅行業面向，探討中部地區醫療觀光產業的現況。方法：運用深度訪談法與內容分析法，搜集、彙整與分析相關資料，並以紮根理論依SWOT分析方法及行銷9P策略建構醫療觀光之模型，據以瞭解中部地區醫療觀光發展現況。結果：政府推動國際醫療觀光之有關單位在人力資源有限情況下仍積極拓展業務，但在法規配套與官方相關單位整合方面仍需加強。臺灣醫療院所的技術與服務品質良好，價錢相較於已開發先進國家便宜，但因醫療人員無法兼具多國語言，在進行診療時，恐有語言方面的障礙。發展國際醫療觀光產業對旅行業而言是多一項營利項目，但專業醫療方面之知識仍需精進；目前相關產業積極開發高階客群，目標鎖定中高價位市場，充分發揮醫療院所之醫療品質及技術，並發展客製化、在地化旅遊行程，是台灣發展醫療觀光相當重要的優勢，期望為臺灣醫療觀光產生口碑行銷之效益。結論：臺灣發展國際醫療觀光有其絕佳之優勢，若各項配套措施能提升，將有助其發展。本研究提出對醫療觀光各相關產業之建議，希望能提供政府及業者做為決策時之參考。

關鍵字

國際醫療 ； 保健旅遊 ； 醫美健檢 ； 紮根理論 ； 休閒行為

並列摘要

Objective: To discuss the situation of the medical tourism industry about government policy, medical institutions and travel industry in the central region of Taiwan. Methods: To collect data by in-depth interview and Content analysis, then used grounded theory method, marketing strategies 9P and SWOT analysis to build a tourism medical model. Results: The relevant units in the government for with great effort at promote the policies, but the laws and integration the related units have to be strengthened. Good technical and service quality of Taiwan's medical institutions, the price lower than developed advanced countries, but the medical staff can not be both a multi-lingual, during treatment, It would be language barriers. Development of international medical tourism industry for the travel industry is a multi-profit project, but they still need the knowledge of sophisticated medical professional; now, high-end customer and the mid-high priced market would be the targets. The highly medical quality and technology, and the development of customized, localization tour, would be the advantages of Taiwan's development of medical tourism. Conclusion: Taiwan's development of international medical tourism has the advantage, if the supporting measures can improve, will help its development. This study presents recommendations for the situation of medical tourism, hoping to provide the government and the industry as a reference when the decision.

並列關鍵字

international medical ； healthy tourism ； cosmetic surgery & health examination ； grounded theory ； behavior of leisure