| 英文摘要 |
Health tourism is an emerging product which incorporates medical resources into tourism. For the reason that health has gained more and more attention in Taiwan in recent years, this study combines the tourism and health examination to analyze the potential tourists’ preference on health tourism product, expecially on health examination tour in Beitou area. This study applied conjoint analysis and questionnaire survey. There were 6 attributes and 12 levels in this study. Moreover, 8 alternatives with the application of orthogonal design were obtained. The respondents were asked to rank 8 alternatives according to their preference. The analysis through conjoint analysis was applied to find the most important attribute and combination of the health examination tour. The results indicate that the health examination type is the most important attribute, followed by characteristics of tour, the length of trip, hotel level, transport and hospital level. The potential tourists’ favorite health examination tour is the combination of a two-day trip, half-day examination in medical center, natural landscape sightseeing, international tourist hotel and the transport to Beitou by themselves. Research conclusions also reveal that there are two market segments in the health examination tour. The first segment is named “Long-term luxurious tour,” while the second segment is named as “Short-term exquisite tour.” Consequently, the results provide useful implications for tourism and medical industries to develop related health tourism products. It is suggested to design health tourism product based on tourist’s preference in order to increase their purchase intentions. |
