「醫療旅遊」是患者基於在等候治療的時間較短且價格較為低廉的誘因下或因為居住地國家的醫療服務不太完善，考慮出境至國外取得較高品質的醫療服務，並結合休閒旅遊的新服務型態。台灣的國際醫療旅遊產業目前尚未發展到達成熟的階段，而且在醫療產業、旅遊業與政府設立之全國性機構之間，對於台灣醫療旅遊推廣也沒有明確的共識。本研究期望以仲介者的角度去探究台灣醫療旅遊產業鏈之中，仲介者將如何運用本身資源優勢，結合醫療與觀光兩項產業，進而提升台灣醫療旅遊產業的推廣成效。本研究屬於探索性之質性研究。本研究採用多個案比較，並利用言說分析，採結構式訪談法進行實務專家深度訪談。訪談中仲介者認為台灣多數醫院都積極的嘗試各種通路來執行醫療旅遊，但目前還是受到許多法令上的阻礙及語言上的障礙。另外受訪者普遍也認為政府雖然成立多個平台來推動台灣醫療旅遊，但行銷策略仍有強化空間，且須更加創新積極。例如將醫療帶進飯店的行銷手法讓台灣醫療旅遊以新穎的型態在國際間嶄露頭角。最後建議政府設立之全國性機構與平台，應能有效執行策略性行銷，才能提升網站知名度，吸引更多消費者以及需求者，這將會使台灣醫療旅遊或國際醫療獲得更大的推廣機會。 "Medical Tourism" is the new style service that due to people want to shorten the waiting time of the treatment, and consider relatively cheaper price, or the health service delivery system is not friendly in their country, people will try to go abroad to look for a higher quality of medical services and combine leisure travel. International medical tourism industry has not well development in Taiwan, and there is no common consensus between medical industry, tourist industry and government in the promotion of Taiwan's medical tourism. We try to explore Taiwan's medical tourism industrial chain based on agency's point of view, and to know how agencies use their own resources to promote concrete cooperation between health care and tourism industry, and thus enhance the effectiveness of the promotion of Taiwan's medical tourism industry.We adopted qualitative research method, using structured expert interviews for the analysis of speech, and this study is a comparative analysis of case studies. The interviewed agencies believe most hospitals are actively trying to perform a variety of pathways of medical tourism in Taiwan, but they also have to face many barriers on laws and language. The interviewee thought that although the government set up several platforms to promote medical tourism, but the marketing strategy is still need to strengthen, and have to be more innovative and aggressive. For example, the managers can integrate some simple medical services into hotel service to be a new service pattern, and could be well known all over the world. Finally, we recommend the country-wide organizations that the government set up should execute strategic marketing to spread information and increase the reputation, and then can promote Taiwan medical tourism effectively.
