臺灣博碩士論文加值系統

全世界醫療旅遊日益成長。海峽兩岸政治關係趨緩，交流溝通良性進展，刺激雙方旅遊互訪需求的良性循環，開啟醫療旅遊發展空間。根據台灣交通部觀光局的統計，大陸來台旅遊的人數已經超越其他國家，成為來台人數的榜首。海峽兩岸語言互通無礙，台灣開展大陸客醫療旅遊市場有極大優勢，善用契機，可事半功倍。自2012年1月起，臺灣開放醫療旅遊簽證，由衛生部門公告核准39家醫療院所以“健檢醫美”為事由，醫療院所可直接邀請中國大陸地區人士赴台。加上自由行的開放，臺灣方面預計將有更多大陸人士赴台享用醫療旅遊服務。導遊是國家觀光旅遊的門面代表，也是醫療旅遊不可或缺得一環，因此未來國際醫療導遊需求殷切，充足的專業國際醫療旅遊是發展醫療旅遊成敗關鍵之一。本文研究目的在探討導遊對訪台大陸旅客推廣國際醫療旅遊的意願、想法以及需求，期能落實醫療旅遊行銷，擴大大陸旅客來台醫療旅遊之意願，臺灣的國際醫療旅遊市場產值能夠大幅提升。採用半結構式的深度訪談研究方法，訪談對象為領有導遊執照的從業人員，訪談內容限於導遊對國際醫療旅遊的行銷與醫療流程配合。研究成果分析後，獲得到以下結論：1.教育訓練制度的建立，2.認證制度的成立，3.在導遊訓練課綱中，加重並強調真正的醫療旅遊課程，4.醫療服務站示範點的規劃實施，5.建立合理的團費與出差費用，6.醫療旅遊對象分級，7.良好『品牌知名度』的建立，8.行程安排應配合適宜，9.建置醫療旅遊電子商務，10.落實醫療旅遊宣導。臺灣便宜又高品質的健保體系除可提供完善醫療旅遊外，亦可供國外遊客健檢醫美之需。

The world population is aging and the availability of quality healthcare resources can be found beyond national borders. International healthcare options are pursuing by medical tourists. The worldwide medical tourism market is growing rapidly. Visitor arrivals in Taiwan from the whole world exceeded seven million in 2012. The top departure district was mainland China with 2.55 million visitors arrived in Taiwan in the period of 2012. Taiwan was ranked as the eighth healthcare destination among the top 10 destinations. The objective of this paper was to promote medical tourism among medical travelers from mainland China taking tour guides as the key component in medical tourism market promotion. The target population is a group of certified professional tour guides in Taiwan, who may be or may be not engaging in medical tourism at this stage. New perspectives for tour guides in Taiwan were pursued by semi-structured interviews. The scope of interviews only confined to healthcare marketing, tour guides’ intensions and demands. The obtained results indicated that ten issues are critical and important. They consist of education systems for market promotion, certification systems, intensified medical tourism courses in the official tour guide trainings, outstanding healthcare centers as guide posts, affordable charges for medical travelers, tourist classification for medical travelers, sustained reputation for specialty excellence in healthcare, adequate itinerary, e-commerce, and marketing strategy for medical tourism in Taiwan. The tourism authority in Taiwan should make some adequate marketing strategies taking advantages of media attraction in the whole world such that brand loyalty of Taiwan medical tourism can be created. Not only medical tourism but also medicine cosmetic industry in Taiwan can be promoted because outstanding professional medical teams can provide low-price and high-quality medical service.

TABLE OF CONTENTS
ABSTRACT III
中文摘要 V
TABLE OF CONTENTS VII
LIST OF FIGURES IX
LIST OF TABLES X
Chapter 1 Introduction 1
1.1 Background 3
1.2 Motivation 5
1.3 Objective 6
Chapter 2 Literature Review 7
2.1 Terminology 7
2.2 Development of medical tourism in the last decade 8
2.3 Medical tourism development in Taiwan 8
2.4 Medical tourism policy in Taiwan 9
Chapter 3 Research Approach 11
3.1 The Research Framework 11
3.2 Research design 12
3.2.1 The basic information of the interviewer and responders 12
3.2.1.1 Basic information of the interviewer 12
3.2.1.2 Basic information of responders 12
3.2.1.3 Interview consent 13
3.2.2 Semi-structured interview 13
3.2.3 Concerns of medical tourism travelers from mainland China 15
3.2.3.1 Safe and quality healthcare 15
3.2.3.2 Empirical evidence and clear data 16
3.2.3.3 Cost incentives 16
3.2.4 Tour guides’ intensions and demands in medical tourism 17
3.2.5 New perspectives for tour guides in Taiwan 18
3.3 Data acquisition 18
3.4 Data processing and analysis 18
Chapter 4 Results Analysis and Discussion 20
4.1 Current medical tourism situations in Taiwan 20
4.2 Encountered problems in market promotion of medical tourism 21
4.2.1 Official training courses for international medical tourism 21
4.2.2 Hospitals in the medical tourism industry and tour guides’ identity 22
4.2.3 Law enforcement and legislation 23
4.3 Typical medical tourism management prescriptions 23
4.4 Tour guides‘ personal recommendations 24
4.5 Ten critical and important issues in medical tourism 25
Chapter 5 Conclusion and Recommendations 26
5.1 Conclusion 26
5.2 Recommendations 26
Chapter 6 Limitations and Further Research 28
6.1 Limitations 28
6.2 Further Research 28
REFERENCES 29
APPENDICES 35

A. N. Badwe, P. A. Giri, R. G. Latti (2012), Medical Tourism in India: a New Avenue, International Journal of Biomedical and Advance Research, Vol. 3, No. 3, pp. 144-148.

L. Burkett (2007), Medical Tourism, Journal of Legal Medicine, Vol. 28, No. 2, pp. 223-245, retrieved on May, 17, 2013, from http://dx.doi.org/10.1080/01947640701357763

K. H. Chen and H. Y. Yang (2010), Appraising the Economic Impact of the “Opening up to Mainland Chinese Tourist Arrivals” Policy on Taiwan with a Tourism-CGE Model, Asia Pacific Journal of Tourism Research, Vol. 15, No. 2, pp. 155-175.

Certified Medical Travel Specialist™, Retrieved on June 15, 2013, from http://www.medicaltourismassociation.com/en/certified-medical-travel-specialist.html

M. C. Chuang, Y. M. Wang, M. L. Wu (2012), Medical Tourism from Mainland China: New Perspectives for Tour Guides in Taiwan, Lecture 2012 International Conference in Humanities, Social Sciences and Global Business Management (ISSGBM 2012), December 30-31, 2012, Singapore, Notes in Management Science, Vol. 7, pp. 207-210.

M. Clancy (2011), Boom, Bust and the Changing Geography of Irish Tourism, Irish Geography, Vol. 44 No. 2-3, pp. 173-190, July-November.

Deloitte Center for Health Solutions (2008), Medical Tourism: Consumers in Search of Value, 30 pages, 2008, retrieved on June 15, 2013, from
http://www.deloitte.com/assets/Dcom-unitedStates/Local%20Assets/Documents/us_chs_MedicalTourismStudy(3).pdf

N. A. Freire (2012), The Emergent Medical Tourism: Advantages and Disadvantages of the Medical Treatments Abroad, International Business Research, Vol. 5, No. 2, pp. 41-50, retrieved on June 04, 2013, from http://dx.doi.org/10.5539/ibr.v5n2p41

Formosa Medical Travel (2013), What we do - Our company and our vision, retrieved on June 22, 2013, from http://formosamedicaltravel.c om/whatwedo.php

F. A. N. Guojinga and L. Zhijun(2013), Medical Tourism: The New Favorite Tourist Market, Journal of Economics and International Finance, Vol. 5, No. 3, pp. 65-70, June 2013.

M. C. Harrell, M. A. Bradley (2009), Data Collection Methods: Semi-Structured Interviews and Focus Groups, National Defense Research Institute, 140 pages.

C.Y. Haung, S. P. Wang, and C. W. Chiang (2010), Cost Feasibility of A Pre-checking Medical Tourism System for U.S. Patients Undertaking Joint Replacement Surgery in Taiwan, Chang Gung Medical Journal, Vol. 33, No. 6, pp. 684-692.

D. J. Horng and K. C. Huang (2012), The Process to Affect Entrepreneurship: The example of tourism in Taiwan, African Journal of Business Management, Vol. 6, No. 25, pp. 7583-7592, retrieved on June 22, 2013, from http://www.academicjournals.org/AJBM

H.Y. Hu, C. C. Cheng, S. I. Chiu and F.Y. Hong (2011), A Study of Customer Satisfaction, Customer Loyalty and Quality Attributes in Taiwan’s Medical Service Industry, African Journal of Business Management, Vol. 5, No. 1, pp.187-195, 4 January 2011, retrieved on June 22, 2013, from http//www.academicjournals.org/AJBM

The International Training and Education Center for Health (I-TECH) (2008), Qualitative Interviews, A Technical Implementation Guide #5, 8 pages, retrieved on May 26, 2013, from http://www.go2itech.org/resources/technical-implementation-guides/TIG%205.QualIviews.pdf/at_download/file

P. Jagyasi (2009), Medical Tourism Definition by Dr Prem Jagyasi, Medical Tourism City, 2009, retrieved on June 16, 2013, from http://community.medicaltourism.com/video/medical-tourism-definition-by

P. TJ James (2012), The Impact of Medical Tourism on Thai Private Hospital Management: Informing Hospital Policy, Global Journal of Health Science, Vol. 4, No. 1, pp. 127-139.

R. Johnston, V. A. Crooks, J. S., P. Kingsbury (2010), What is known about the Effects of Medical Tourism in Destination and Departure Countries? A Scoping Review, International Journal for Equity in Health, Vol. 9, No. 24, 13 pages.

M. C. Lai, L. Y. Hsien, W. D. Tsai (2010), The Marketing Strategies of International Medical Tourism, Journal of Commercial Modernization, Vol. 5, No. 3, pp. 67-82.

S. K. Liao, Y. C. Chen, K. L. Chang and T. W. Tseng (2011), Assessing the Performance of Taiwanese Tour Guides, African Journal of Business Management, Vol. 5, No. 4, pp. 1325-1333, February 18, 2011, retrieved on June 13, 2013, from http://w#w.academicjournals.org/AJBM

C.V. Lee, V. Balaban (2012), Chapter 2, Medical Tourism, 2012 Yellow Book, 2012, retrieved on June 26, 2013, from http://wwwnc.cdc.gov/travel/yellowbook/2012/chapter-2-the-pre-travel-consultation/medical-tourism

H. L. (Wayne) Liu, M. J. Lee, T. C. Kan and T. C. Huan (2011), Marketing Implications of Chinese Tourists’ Motivations to visit Penghu, Taiwan, African Journal of Business Management, Vol. 5, No. 13, pp. 5210-5223, July 4, 2011, retrieved on June 26, 2013, from http://www.academicjournals.org/AJBM

W. Ngamsangchaikit (2013), Agents slow to tap medical tourism, June 10, 2013, retrieved on June 22, 2013, from http://www.ttrweekly.com/site/2013/06/agents-slow-to-tap-medical-tourism/

J. Robertson (2013), Top Travel Destinations for Medical Tourism, Bloomberg.com, Jun 26, 2013, retrieved on June 22, 2013, from http://www.bloomberg.com/slideshow/2013-06-25/top-travel-destinations-for-medical-tourism.html#slide2

A. AM Sarwar, N.A. Manaf, and A. Omar (2012), Medical Tourist’s Perception in Selecting their Destination: A Global Perspective, Iranian Journal Public Health, Vol. 41, No.8, pp. 1-7.

Segen's Medical Dictionary. © 2012 Farlex, Inc. Retrieved on July 1, 2013, from http://medical-dictionary.thefreedictionary.com/Medical+Tourism

Renee-Marie Stephsano (2013), Medical Tourism around the World, Medical Tourism Magazine, Feb 5, 2013, retrieved on June 22, 2013, from http://www.medicaltourismmag.com/article/medical-tourism-around-the-word.html

Tourism Bureau (2012), Tourism Bureau, Statistics, 2012, retrieved on June 22, 2013, from http://admin.taiwan.net.tw/statistics/release_en.aspx?no=7

Tourism Bureau (2013), Visitor statistics for January-April, 2013, Tourism Bureau, M. O. T. C., Republic of China, retrieved on June 29, 2013, from http://admin.taiwan.net.tw/statistics/release_d_en.aspx?no=7&d=4237

J. Yu, T. J. Lee, and H. Noh (2011), Characteristics of a Medical Tourism Industry: the Case of South Korea, Journal of Travel & Tourism Marketing, Vol. 28, pp. 856-872.

Wikipedia (2013a), Medical tourism-Wikipedia, the Free Encyclopedia, retrieved June 14, 2013, from http://en.wikipedia.org/wiki/Wto

Wikipedia (2013b), Medical tourism-Wikipedia, the Free Encyclopedia, retrieved June 14, 2013, from http://en.wikipedia.org/wiki/Medical_tourism

Wikipedia (2013c), Marketing-Wikipedia, the Free Encyclopedia, retrieved on June 22, 2013, from http://en.wikipedia.org/wiki/Marketing

J. Woodman (2012), Medical Tourism Statistics & Facts, Patients Beyond Borders, 2 pages, retrieved on June 22, 2013, from http://www.patientsbeyondborders.com/medical-tourism-statistics-facts

WTO (2013a), International tourism receipts grew by 4% in 2012, WTO Paper Number: PR13033, retrieved on July 1, 2013, from http://media.unwto.org/en/press-release/2013-05-15/international-tourism-receipts-grew-4-2012

WTO (2013b), Tourism 2020 Vision, World Tourism Organization, retrieved on July 1, 2013, from http://www.unwto.org/facts/eng/vision.htm

WTO (2013c), China - the New Number One Tourism Source Market in the World, WTO Paper Number: PR13020, retrieved on July 1, 2013, from http://media.unwto.org/en/press-release/2013-04-04/china-new-number-one-tourism-source-market-world