台湾医疗观光套行规划影响因素之研究.docVIP

台灣醫療觀光套裝行程規劃影響因素之研究 張鐵軍楊文廣游欣容以AHP層級分析法來進行分析依據研究第一層評估準則權重大小排序醫療觀光國際行銷推廣的重要性，過國家的形象醫療品質，觀光療服務套裝旅遊A Study on the Influencing Factors of All-Inclusive Package Tours’ Formulation of Medical Tourism in Taiwan Tieh-Chun Chang Chaoyang University of Technology Department of Business Administration Wen-Kuag Yang Chaoyang University of Technology Department of Leisure Service Management Hsin-Jung Yu Chaoyang University of Technology Department of Business Administration Abstract This study intends to explore the factors that are affecting Taiwanese medical healthcare package tour itinerary from the management and operation perspective of travel agencies and medical institutions, and by following the entirely new development of the integration of medical healthcare industry and tourism industry. A hierarchical structure composing all possible influential factors is drawn from the findings of literature research and interviews with related industrial experts. Finally, to investigate the factors that influence Taiwanese medical healthcare package tour itinerary, Analytic Hierarchy Process (AHP) and rating of data analysis are then used to identify the relative significance and the priority of all components on each tier. Subject group of this study are selected from official registered travel agencies and medical institutions in and before 2008.Analysis results show that influential factors on the first tier assessment of criteria weighted are, in order of significance: promotion of international marketing, tour service, medical resources and horizontal coordination mechanism between industries. It is obvious that the result indicates the promotion of international marketing, tour service and medical resources are important factors that have an impact on the planning of Taiwanese medical healthcare package tour itinerary. Therefore, Taiwan should put more effort in enhancing its national image through promoting international marketing, building up a strong global brand of medic