近年來，全球醫療旅遊經濟蓬勃發展；台灣政府亦將醫療旅遊列入發展「台灣策略性服務產業之THIS計畫 」的重點。台灣的醫療旅遊品質深獲國際認同，國際醫療旅遊指南《Patients Beyond Borders》表示台灣的醫療旅遊產業具有深耕中國市場的優勢。

過去相關文獻歸納出許多不同市場對於國際醫療旅遊的動機及需求，但尚未有國內研究以中國大陸觀光客及台商為目標市場進行實務研究。因此，本研究基於此因發展研究問卷，目的為檢驗以大陸居民為樣本的重要因素探討，暨對未來參加意願的關係，提供從事醫療旅遊產業的業者實務上的建議，以吸引更多前往台灣進行醫療或健康旅遊的潛在顧客，亦期望該研究廣泛於未來探討不同目標市場的醫療旅遊重要因素。

本研究結果發現，醫療服務、醫療品質、醫療旅遊套裝行程、國家環境、具吸引力的方案，顯著影響大陸居民參加健檢旅遊意願之五大因素；不過，其中以迴歸模型與平均值來觀察，醫療服務與醫療品質為醫療健檢旅遊的重要關鍵因素。未來，各國將爭相發展以保健為基礎的無煙囪工業；國家須以國家優勢滿足目標市場需求，以維持長期競爭優勢與定位。

Josef Woodman, author of Patients Beyond Borders, the leading consumer guide to international medical travel, agrees that Taiwan is well positioned to tap into the medical tourism market in China. The government in Taiwan also regards health tourism as a national industry. While previous studies have integrated various demands in the health tourism industry, there are still some gaps between targeted markets and specific destinations. This study develops a survey to fill those gaps by exploring the key success factors of medical diagnosis tourism in Taiwan, the relationship between these factors and the willingness of potential patients to participate. This research can be applied to understand the key success factors for any type of health tourism in targeted markets.

In conclusion, this research looks at Taiwan’s target market and exhibits implications to practitioners in the medical tourism industry for attracting potential customers. The findings of this study show that medical service, medical quality, medical tourism packages, destination environments, and the attractiveness of programs have a positive influence on the attendance of mainland Chinese tourists. In particular, medical service and medical quality are two key success factors of medical diagnosis tourism. The health tourism industry is growing in popularity and importance. All countries should be aware of this, and take advantage of their competitive edge to develop a suitable position within the industry.

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