| Summary: | 碩士 === 臺灣觀光學院 === 觀光與餐旅管理研究所 === 104 === Due to the altering on global change of tourism and traveling merchandise, people consider that the most potential business is to combine tourism and medical institution together. Hualian County Government has focused on Medical Tourism as an essential policy since 2010. The government reunited both medical institution and travel operations, and emphasized the combination of high quality healthcare service which merged into natural environment. Hoping to build up a successful method of Medical Tourism, the government‘s main goal is to aimed at Leisure Regimen, and also Physical Check Up. Unfortunately, the result is limited.
The aim of this study is to define the stage of the developing situation of Hualian Medical Tourism industry through the methods of through literature review, expert interviews and questionnaire. Also, this paper constructs the success elements of developing Hualian Medical Tourism industry by using AHP Analysis ( The analytic hierarchy process ), and then, merges the AHP Analysis and SWOT Analysis to locate the developing status of Hualian Medical Tourism industry. Finally, go through the dates of transpose theory and AHP Analysis, this paper provides the future developing program to experts. Following by the majority of experts’ opinions, this paper could define the short term, midterm and long tern tragedy for the industry.
This study finds the successful main factors of Hualian Medical Tourism industry. There are five evaluation results and sixteen key indicators and it includes international marketing and advertisements and commercials and so on. Medical Resources are the most important issue for developing the medical tourism industry and the transportation convenience becomes the significance consideration for it. The reason why Hualian Medical Tourism industry encountered great difficulties now is that, first, the combination of medical and tourism are not mature enough. Second of all, lack of horizontal integration of medication institution, tourism and traveling company forwards to developing medical tourism industry. In the data of SWOT analysis shows that the enormous resource holds the great advantage of Hualian Medical Tourism industry, yet the transportation convenience was not affected critically. There is a great opportunity to promote leisure regimen industry as long as the government endeavors to gain international certification and meets international standards. Use TOWS theory to figure out the most powerful competitive strategy and consider to the majority of experts opinion, the proper timing to progress the industry are divided in to three stage: short tern 1~3 years, midterm 4~6years, long term &~10 years.
Keywords: Medical Tourism, Tourism Industry, AHP, SWOT, TOWS, Hualian
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