醫療服務這股21 世紀國際化潮流，儼然具有巨大的國際經濟發展潛力； 其中又以亞洲地區醫療觀光發展最為快速， 並以中國大陸觀光醫療消費市場最受矚目。因此， 台灣與中國大陸醫療觀光機構如何評選合適的醫療觀光策略聯盟夥伴， 則成為重要之議題。然而， 過往有關策略聯盟夥伴評選研究， 主要是針對有形之產品業者或是單一的服務產業， 並非像醫療觀光同時具有醫療專業與服務特性， 故相關研究結果並無法完整解答本研究之問題。爰此， 本文將從台灣醫療觀光服務提供者與大陸醫療觀光組團機構雙向觀點， 探討評選醫療觀光策略聯盟夥伴之考量準則並建立評選模式。此外， 本文將結合質化與量化之研究調查方法， 首先運用深入訪談法與文獻收集萃取海峽兩岸醫療觀光機構之管理者觀點並確立評選準則， 其次， 運用決策實驗室分析法(DEMATEL)確認準則彼此之關係； 之後再結合網路層級分析法(ANP)進一步建構出醫療觀光策略聯盟夥伴之評選模式。本文研究結果將有助於台灣政府相關單位、醫療觀光業者及旅行社業者在醫療觀光產品之內容規劃與整體服務品質提升， 並提供中國大陸醫療觀光組團機構管理者擬定跨國策略聯盟夥伴評選政策之參考。
Medical service and tourism that lead the trend of internationalization of the 21st century, and it also have great potential for international economic development. At the same time, Asia constitutes the most important medical tourism region. Especially, mainland China has the huge potential for the global medical tourism. Therefore, the medical institutions and managers of medical tourism how to select the strategic alliance partners between Taiwan and mainland China become an important issue. In previous studies, the concept of strategic alliance partners’ selection is mainly discussed in the organization buying behavior. Nevertheless, they did not examine the specific issues addressed in the present research. The present research will combine qualitative (in-depth interviews), decision making trial and evaluation laboratory (DEMATEL) and quantitative (analytic network process, ANP) methods to explore the selection criteria of strategic alliance partner, and secondly, using the ANP approach to calculate overall weights. The results of this study will contribute to Taiwanese government, medical tourism organizations and travel agencies to enhance the overall service quality in medical tourism and provide medical institutions in China some references to select a suitable strategic alliance partner.
