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研究生： 唐慧琪
Tang, Hui-Chi
論文名稱： 台灣觀光醫療產業的行銷策略
The Marketing Strategy of Medical Tourism in Taiwan
指導教授： 陳淑惠
Chen, Shu-Hui
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2011
畢業學年度： 99
語文別： 英文
論文頁數： 89
中文關鍵詞： 觀光醫療 、醫療照護行銷 、行為意圖 、服務品質
外文關鍵詞： Medical tourism, Healthcare marketing, Behavioral intention, Service quality
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    • 觀光醫療在過去十年內蓬勃發展，特別是亞洲國家逐漸在這個產業中扮演重要的角色，越來越多的觀光醫療旅客離開自己的國家到其他國家尋求治療。泰國、新加坡和馬來西亞從提供高品質的醫療服務和較低的價格中獲利，有許多其他的亞洲國家開始興起並跨足這個可獲利的醫療市場，例如韓國，以及台灣。台灣將成為一個新的觀光醫療目的地。本研究欲研究台灣觀光醫療產業的發展，更加深入研究醫療院所的行銷策略，此部分為過去文章較少探討的。本研究採質性研究的方法蒐集資料，訪談醫療院所的人員。
    研究結果發現台灣的觀光醫療可以分成三個主要類型：重症治療、健康檢查、醫學美容，彼此推行不同的行銷推廣策略吸引外國病人，此外，政府協助醫院在海外廣告。本研究提出一個架構結合行銷推廣策略、個人得知台灣觀光醫療的方法，再加上台灣觀光醫療的優勢當作調節變數，這些因素會影響國際病人的注意和行為意圖。

    Medical tourism has boomed for a decade especially in Asia countries that gradually plays dominant role in this industry. The growing number of medical tourists left from their country to other countries for seeking treatment. Thailand, Singapore, and Malaysia benefited from providing high quality healthcare service within lower price. Several other Asia countries’ hospital sprung up to engage this lucrative healthcare market such as Korea, and Taiwan has become a new destination. This study explored the development of medical tourism in Taiwan, especially focused on its marketing strategy implemented by firms which less was discovered in past research. Qualitative research method was adopted to collect data from interviewing officials of hospitals, clinics, and government.
    The study result shows that medical tourism in Taiwan can be divided into three kinds of medical services: critical care, physical examination, and cosmetic, they implemented different marketing promotion strategies in order to attract different foreign patients. Moreover, government supported firms to advertise on overseas media in several ways. This study proposed a framework that combined marketing promotion strategy and individual approaches, benefits of medical tourism in Taiwan as moderator, supposed to influence international patients’ attention and behavioral intention.

    ABSTRACT II TABLE OF CONTENT IV LIST OF TABLES VII LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Research Objectives 2 1.3 Research Flow 3 CHAPTER TWO LITERATURE REVIEW 4 2.1 Medical Tourism 4 2.1.1 Meaning of Medical Tourism 4 2.1.2 The Medical Tourism Industry 7 2.1.2 The Destination of Medical Tourism 7 2.1.3 Medical Tourism in Asia 9 2.1.3 The Drivers of Medical Tourism 13 2.2 Medical Tourism Marketing Strategy 15 2.2.1 Healthcare Marketing 15 2.2.2 Marketing Medical Tourism 17 2.3 AIDA Theory 19 CHAPTER THREE RESEARCH METHODOLOGY 20 3.1 Research Framework 20 3.2 Methodology of Research 21 3.2.1 Grounded Theory 21 3.2.2 In-Depth Interview 22 3.2.3 Data Collection and Interview 23 3.2.4 Data Organization 24 3.2.3 Content Analysis 24 3.3 Respondent Characteristics 28 3.4 Questionnaire Design 28 CHAPTER FOUR RESEARCH FINDINGS AND RESULTS 31 4.1 Respondent’s Information 31 4.2 The Summary of Data Coding 32 4.3 The Categories and Subcategories Reciprocal Agreement 37 4.4 Analysis of Reliability and Validity 40 4.4.1 Analysis of Reliability 40 4.4.2 Analysis of Validity 41 4.5 Research Results and Findings 42 4.5.1 Medical Tourism Development in Taiwan 42 4.5.2 Marketing Strategy from Government 44 4.5.3 Marketing Strategy from Hospital 44 4.5.4 Promotion Approaches from Individual 46 4.5.5 Benefits of Medical Tourism in Taiwan 46 4.6 The Integrate Marketing Strategy and Attention Model 47 4.6.1 Government Marketing Promotion Strategy to Attention 48 4.6.2 Hospital Marketing Promotion Strategy to Attention 49 4.6.3 Word of Mouth to Attention 52 4.6.4 Attention to Behavior Intention 53 4.6.5 Benefit of Medical Tourism in Taiwan as Moderator 54 4.6.6 The Research Framework 56 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 58 5.1 Conclusion 58 5.2 Medical Tourism in Taiwan 58 5.3 Marketing Promotion Strategy 59 5.3.1 Government 59 5.3.2 Hospital 59 5.3.3 Individual Approach 60 5.4 Toward an Integrative Marketing Strategy Framework 61 5.5 Managerial Perspective 61 5.6 Research Limitations and Further Research Suggestions 63 REFERENCES 65 APPENDIX A 73

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