台灣與大陸醫療觀光策略聯盟夥伴評選研究－以 旅行社與醫療業者為例

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题名:	台灣與大陸醫療觀光策略聯盟夥伴評選研究－以旅行社與醫療業者為例 A Study on Strategic Alliance Partner Selection in Medical Tourism: Case of Partnership Between Enterprises of Taiwan and Mainland China
作者:	黃建誠 Huang, Chien-Chen
贡献者:	觀光事業學系
关键词:	醫療觀光策略聯盟夥伴評選修正式德菲法層級分析法 Medical Tourism Strategic Alliance Partner Selection Modified Delphi Method Analytic Hierarchy Process
日期:	2015
上传时间:	2015-08-31 15:02:26 (UTC+8)
摘要:	觀光產業不僅促進了經濟發展，也帶來了可觀的經濟效益，其中又以醫療觀光產業深具發展潛力。而台灣對中國大陸遊客而言，具有語言、生活文化、高品質低價位、歷史情感、特殊疾病治療等優勢。自從兩岸開放直航觀光後，因為台灣和大陸的語言相同，雙方的距離又近，這都是塑造台灣醫療觀光和旅遊醫療最好的環境條件。在醫療觀光服務的過程中，各個國家的醫療機構、相關供應商以及旅遊業者皆扮演著重要的角色。但在這些醫療觀光服務中扮演著重要角色的策略聯盟夥伴，卻缺乏一套明確的評選標準以提供醫療觀光業者在選擇配合的策略聯盟夥伴時有所依據，本研究共分為三步驟，共訪問台灣與中國大陸旅行社、醫療及學術專家二十三位。本研究發現，對於中國大陸觀光業者而言，最重視的前三名評選準則為「商譽」、「技術與資源」以及「市場定位」，本研究結果將有助於台灣與大陸相關醫療業者與觀光旅遊業者在策略聯盟夥伴評選上能有一套明確的標準，同時亦能有助於管理者在評選時，能有明確的方向與依據，最後，本研究結果亦能協助台灣政府在推動醫療觀光之策略規劃與相關法規之制定。 Tourism industry is not only to promote economic development, but also bring consid-erable economic benefits. Among them, the medical tourism industry has the great po-tential development. Moreover, Taiwan has a lot of attractive factors to Mainland China tourists, for example, the language, life and culture, high-quality and low-price of special treatment in diseases. Those environmental conditions create a good vision to Taiwan's medical tourism. The medical institutions and suppliers and tourism manager from every country also play an important role in this industry. However, these strategic alliance partners in medical tourism services are lack of a clear set of selection criteria to provide medical tourism industry has been based on the selection of strategic alliances partners. The study is divided into three steps. There were in-depth interview with twenty-three expert from travel agency and medical industry and academic between Taiwan and mainland China. The study found that the most of the three critical selection criteria are “business reputation”, “technology and resources”, and “market positioning”. The results will help the medical tourism industry between Taiwan and Mainland China can have an obvious standard to select strategic alliance partners. At the same time, the results can also help managers to have a clear direction and basis on the selection. Finally, the re-sults of this study can also help Taiwan's government to promote the strategic planning of medical tourism and set up the related regulations.
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