保健旅遊產品屬性偏好之研究：以來台外國旅客健檢旅遊為例

世界衛生組織指出全球在保健上的消費每年已超過三兆美元；聯合國世界觀光組織也預估2020年全球觀光人數將成長至16億人次。故近年來，亞洲各國均積極推廣保健旅遊，而我國政府也在2003年始提出發展保健旅遊之構想並逐步進行。本研究以聯合分析模式探討來台外國旅客參加健檢旅遊之偏好，並比較影響健檢旅遊產品之屬性間的相對重要程度。經由專家訪談及文獻回顧本研究獲得六項健檢旅遊產品屬性，各屬性均有兩個水準，經由正交設計組合成八個替選方案，提供給受訪者進行偏好排序評估，再以聯合選擇模式分析。研究結果顯示在相對重要性分析中，以健康檢查時間（一日健檢）最高，次為國內主要交通工具（飛機或高鐵）和停留天數（四天以下）。建議業者在發展健檢旅遊套裝行程的安排，可將整體行程濃縮至四天以內，健檢時間濃縮一日內，讓旅客可在行程當中搭乘較快速的交通工具至較遠的地方而非只限定在都會中。

關鍵字

保健旅遊；健檢旅遊；聯合分析；旅遊產品

並列摘要

World Health Organization (WHO) indicated that the global annual consumption of health care has been more than three trillion dollars; World Tourism Organization (UNWTO) also estimated the number of trips on global tourism will grow to 16 million in 2020. There for, Asian countries are actively promoting health tourism in recent years. Taiwan government is also proposing the development of health tourism from 2003. This study developed a conjoint model to examine the preferences of foreign traveler who is potentially willing to joint health examination tour in Taiwan and to compare relative importance of attributes on health examination tour which may influence their site choice behavior. Eight combinations assembled by six attributes were obtained through orthogonal design. The conjoint choice model was estimated with the preference ranking data. The results revealed that the most important attribute is health examination time (one day), followed by main transportation within Taiwan (airplane/high speed rail) and length of stay (within 4 days). We suggested that health examination tourism product should be reduced to one day when designing the tourism examination and tourist could take express transportation further away and do not have to limit to only in city during the four days trip.