保健旅遊潛在顧客旅遊動機與行為意向之探討－－以健檢旅遊為例

The Motivations and Behavioral Intention for Potential Health Tourists - A Case of Health Examination Tourism

世界觀光組織（UNWTO）預估全球觀光旅遊人數在2020年將成長至16億人次，旅遊兼醫療概念以多元化形式出現。近年亞洲國家積極推動保健旅遊（Health Tourism），我國亦於2003年提出發展構想，並議定初期以健檢旅遊為主要方向之一。本研究主要在分析潛在保健旅遊者之旅遊機與行為意向。以問卷調查法進行，研究對象以近期在臺灣接受健檢且具中文閱讀能力者共計回收有效問卷105份。各主要研究變數中，旅遊動機包含知性、社會、勝任精通及逃避刺激四構面，本研究再加入健康構面，形成本研究健檢旅遊動機之五大構面。研究結果顯示「健康」構面平均得分最高，在不同教育程度者有顯著差異。再將有、無健檢者進行迴歸分析，結果顯示有健檢經驗者之「健康」動機可有效預測行為意向；無健檢經驗者則以「知性動機」與「逃避刺激」構面可有效預測行為意向。本研究建議針對不同健檢經驗族群依其動機進行不同健檢旅遊規劃。

UNWTO estimated that the number of global tourists will grow to 16 million in 2020 Travel and medical concepts are united into a new travel style, health tourism, and therefore Asian countries are actively in promoting it in recent years. Taiwan government has proposed health tourism since 2003, and health examination tourism was on the priority. The purpose of this study is to analyze the tourist motivation and behavioral intention for potential health tourism visitors. 105 valid questionnaires were collected with those who had heath examination recently in Taiwan. Based on the literature review of tourism motivation , 'intellectual motive', 'social motive' 'competence-mastery motive' and ' stimulus-avoidance motive' were included and 'health motive' construct was added to form the fifth factors of tourist motivation for health examination tourists; Behavioral intention contained 'repurchase', 'recommendation' and 'brand preference'. The results indicated that health motive is the highest with significant difference among educational levels. For those who have health examination experience, 'health motive' can predict the behavioral intention; On the other hand, 'intellectual motive' and 'stimulus-avoidance motive' can be used to predict the behavioral intention for the visitors without any health examination experience. The findings of this study will help researchers and practitioners in the health examination industry as well as provide travel industry with useful insights in planning health examination tour for visitors with different motives.