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系統識別碼 095NTCN0708010
資料類型 學位論文
主要題名 北投地區保健旅遊產品遊客偏好之研究─以國人健檢旅遊為例
作者 陳玲燕
頁碼或冊數 79
中文摘要 保健旅遊成為近年新興的旅遊產品,其結合了觀光與醫療資源。在國人對健康越來越重視的情況下,本研究以北投地區豐富的觀光與醫療資源結合健康檢查與觀光旅遊,形成保健旅遊產品之健檢旅遊,並利用聯合分析法構成問卷調查與探討潛在遊客對保健旅遊產品之偏好情形。本研究共選取6個產品屬性與12個水準,透過正交設計組合成8種保健旅遊產品,並以排序法進行問卷調查。藉由聯合分析的應用,可以了解遊客偏好的保健旅遊產品組合以及遊客重視的保健旅遊產品屬性。研究結果顯示,潛在遊客對於保健旅遊產品之「健康檢查類型」最重視,其次依序為「旅遊行程特色」、「旅遊天數」、「住宿旅館等級」、「前往北投之交通方式」以及「健檢醫院層級」。整體而言,潛在遊客最偏好的保健旅遊產品組合為:「半日健檢、自然景觀生態、兩天一夜、國際觀光旅館、自行前往北投、醫學中心」。本研究亦利用集群分析進行市場區隔,將潛在遊客之偏好區隔為「豪華多日旅遊型」與「精緻短期健康型」。研究結果可作為業者發展相關保健旅遊產品之參考,並建議業者依據潛在遊客之偏好設計產品進而增加其購買慾望。
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.
出版者 國立台北護理學院旅遊健康研究所
出版地 臺北市
關鍵詞 臺北市;北投區;保健旅遊;健檢旅遊;遊客偏好;聯合分析
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