雲嘉南地區醫療觀光產業發展策略研究

Developing Medical Tourism Strategies for Southwestern Taiwan

雲嘉南地區氣候溫和、自然環境優美及具有文化、美食等觀光特色，且醫療設施及技術與全國同步，相較於臺灣其他地區更具有發展醫療觀光產業之潛力。但如何運用雲嘉南地區內優勢醫療觀光條件，提出適合之發展策略，卻仍待探索。本研究針對醫療與觀光議題的發掘，平台的建構，醫療與觀光雙核心的結合，深入分析政策與法令並了解醫療觀光發展歷程，並運用立意抽樣，邀請相關醫療觀光領域內具執行及決策力之產、官、學專家深入訪談，針對雲林縣、嘉義縣市及臺南市之雲嘉南區域醫療觀光產業取得發展共識。透過質性研究編碼，運用SWOT分析，彙整出產業發展之優勢與弱勢、機會與威脅，建構產業發展策略及體系，並討論如何透過建立醫療觀光推動平台，跨業組合產品，以突破現行醫療法規醫療產品不得降價競爭及公開促銷的限制，使產品組合之利基及競爭力加大，並強化區域醫療觀光產業發展之競爭力。 In comparison to other areas in Taiwan, southwestern Taiwan has more advantages to develop medical tourism industry as this area has nice weather, picturesque scenery, unique culture, delicious food, as well as top medical facilities and technology. However, little has been studied for how to develop medical tourism industry in this area and construct a platform that integrates medical treatment and tourism. In this study, we not only examine the policy and regulation by the government, we also analyze the development profile of medical tourism. We interview experts from the industry, academia, and the government to get the perspectives on how to develop the medical tourism industry for southwestern Taiwan. Through qualitative research coding and SWOT analysis, we summarize the strengths, weaknesses, opportunities and threats for this region to develop medical tourism industry. Moreover, we discuss how to build a platform to promote medical tourism and create a portfolio of medical tourism products so that it does not have to conflict with the medical regulated restriction that medical products cannot be marked down for the sake of competition or promoted. Ultimately, this can enhance the competitiveness of the medical tourism industry in this region.