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研究生:蔣哲輝
論文名稱:日本民眾對醫療觀光產品認知重要性考量因素與各國認知表現之比較研究
論文名稱(外文):Japanese Perceived Importance of Medical Tourism Attributes and Perceived Performance of Different Countries
指導教授:孫瑜華孫瑜華引用關係
指導教授(外文):Sun, Yu-Hua
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:人類發展與家庭學系
學門:人文學門
學類:人類學學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:151
中文關鍵詞:醫療觀光重要性因素考量認知差異
外文關鍵詞:Medical TourismAttribute ImportancePerceptional Differences
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醫療觀光為近年新興之產業,其結合醫療與觀光資源,讓旅客能於
海外旅遊的同時接受醫療照顧,而醫療行為包含健康檢查、美容整形、
關節置換、心血管等相關手術。促進民眾從事醫療觀光的主要因素包含
其本國醫療花費高昂、部分手術等待時間過長、國際交通之日益便利、
他國醫療資訊之透明化等,然而民眾在選定醫療觀光目的國時,考量的
因素互有差異,因此本研究選定台灣及周遭發展醫療觀光較成熟之三個
國家(南韓、新加坡及泰國)為醫療觀光目的國,針對日本民眾從事國際醫
療觀光時,所考量的因素重要性及其對上述四個國家的認知進行探討。
本研究以問卷調查方式,對於日本民眾進行問卷發放,回收有效問卷
為557份,有效問卷回收率85.7%。研究結果顯示,日本民眾至海外從事醫
療觀光時,其考量因素可歸類為「醫療院所考量」、「旅遊目的地考量」、
「旅遊與價值考量」、「資訊與知名度考量」及「國家整體形象考量」五
大因素。透過多變量變異數分析,發現日本民眾至海外從事醫療觀光時,
性別、職業及來台次數對於其考量因素之重要性認知皆造成顯著差異,而
考量因素之評定與消費意願亦具有顯著差異;另外,運用多元尺度法進行
認知定位分析,指出日本民眾對於台灣、南韓、泰國及新加坡四國之認知
定位的差異,並提出訴求、改善、放棄及改變重點此四個構面之策略分析
與建議。最後依據研究分析結果,提供相關單位具體建議,冀以在台灣發
展醫療觀光的同時,作為適當之市場定位、市場區隔與行銷策略擬定之參
考依據。
As an emerging industry in recent years, medical tourism (also called medical travel, health tourism or global healthcare) combines medical and tourism resources to let travelers from abroad receive medical procedures, including health examination, cosmetic surgeries, joint replacement, cardiac surgeries, etc. High costs, long waiting lists for certain procedures, the ease and affordability of international travel, and information transparency have all
played a major role and drawn much attention. However, the number and the extent of factors influencing travelers to decide their medical tourism destinations are behind the scope of above. This study focused on Japanese people to analyze factors considered important for medical tourism toward Taiwan as well as three surrounding countries with more mature medical tourism industries (South Korea, Singapore, and Thailand).
Questionnaires were used to obtain data from Japanese people by convenience sampling, with 557 valid responses and representing an effective response rate of 85.7 %. When it comes to medical tourism, there existed five major types of factors affecting Japanese decisions for medical tourism
destination, namely hospitals, tourism destinations, tourism value, information and reputation, and country images. By applying Multivariate analysis of Variance (MANOVA), the results indicated that there were significant differences among Japanese with different demographic
backgrounds (gender, occupation, and times of visiting Taiwan) in their perceived importance of different medical tourism attributes. Besides, with the use of multidimensional scaling (MDS), it revealed discrimination of Japanese perceptual positioning of South Korea, Taiwan, Singapore and Thailand, which in turns drove tactics analyses and advices about four dimensions: claim, improvement, change and withdrawal. Based on the research results of the current study, concrete suggestions were proposed to relative authorities in the hope to provide consultation for market positioning, market segmentation and marketing strategy as Taiwan developing medical
tourism industry.
第一章 緒論
第一節 研究背景與動機····································································· 1
第二節研究目的 ················································································ 9
第三節研究範圍與限制···································································· 10
第四節研究流程 ··············································································· 11
第二章 文獻探討
第一節 醫療觀光產業發展與起源····················································12
第二節國際醫療觀光發展概況························································17
第三節台灣醫療觀光現階段發展概況 ············································28
第四節醫療觀光消費行為決策相關文獻 ········································53
第三章 研究方法
第一節 研究架構 ···············································································68
第二節研究假設 ···············································································69
第三節研究對象 ···············································································70
第四節問卷設計 ···············································································71
第五節資料分析方法········································································72
第六節預試 ·······················································································74
第四章 研究結果
第一節 問卷樣本資料分析································································77
第二節資料前處理············································································97
第三節研究假設檢定······································································101
第四節研究假設檢定結果······························································114
第五節日本民眾重要性因素-認知表現二維矩陣分析·················115
第五章結論與建議
第一節 結論、建議··········································································120
第二節研究限制 ·············································································126
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壹、中文部分 ·····················································································127
貮、西文部分·····················································································129
附錄
附錄一 預試問卷 ·············································································133
附錄二正式問卷 ·············································································137
附錄三台灣限制醫療觀光發展相關法條整理 ······························140
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