台灣保健旅遊經營模式建構之研究－－以健檢旅遊為例

The development of Business Model for Health Tourism in Taiwan- A Case of Health Examination Tour

本研究旨在探討台灣健檢旅遊經營模式之建構，了解健檢旅遊經營實施困難，並分析其經營模式構面。訪談結果分析採信效度策略四衡量指標及內容分析，以提升信效度，利用內容分析法給予系統性、客觀性和數量化方式歸類統計，彙整出六項構面與次構面之內涵。研究結果顯示健檢旅遊經營模式之運作是一連串評估、規劃與執行的循環，其主要之步驟為找出其企業定位目標，整合內部資源，達到有效利用，並與外部資源合作聯盟，考量通路規劃與行銷，透過媒介傳遞給予目標客群，符合顧客之需求及滿意度，俾利於台灣健檢旅遊產業發展，並對政府及產業提出可行之建議。

The aim of this research is to construct business model of health examination tour in Taiwan, and then explore difficulty of health examination to analyze the components of business model. We use purposive sampling to choose eight experienced manages in tourism and hospital sectors of health tourism industry. The data was collected through face-to-face and semi-structured interview. By applying content analysis, six constructs of the proposed structure of the business model for health examination tour were extracted. The research utilizes the result of Lincoln and Guba to ensure that the reliability and validity of the analysis and to sum up the aspects within the six components. The results revealed that the business model for health examination tour is a series of assessment, planning and implementation. This research discovered that the main step of the business model can be contributed as follow: Find out the target and position of the enterprise and integrate an internal resource to reach valid exploitation. Then the enterprise is affiliated with external resource. Furthermore, the planning marketing channels include exhibition, leaflet-design website-design etc. Through the medium to the target customer, the customer can be satisfied .Regarding to the development of the health examination tour industry in Taiwan, this research proposed some suggestions to the government and the industry.