影響醫療旅遊之再購意願: 內外控傾向與 品牌印象之干擾效果

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题名:	影響醫療旅遊之再購意願: 內外控傾向與品牌印象之干擾效果 The Influential Factors on Repurchase Intention of Medical Travel: The Moderating Roles of Locus of Control and Brand Image
作者:	胡志遠 Oranmeate, Thanapat
贡献者:	國際企業管理學系
关键词:	Medical tourism Word-of-Mouth Brand image Travel satisfaction Repurchase intention
日期:	2014-06
上传时间:	2014-09-05 16:07:01 (UTC+8)
摘要:	Medical tourism, the act of travelling abroad for care and treatment, has tremendous growth in the last two decades. Medical tourism has derived from a broader idea of health tourism. Medical tourism is not new in this industry. Many medical tourists from industrialized countries travelling for medical treatment purpose to developing countries, especially in Asia such as India, Singapore, Malaysia and Thailand to get a treatment. Globally, in tourism areas health or medical tourism has become one of the quickest growing in these sectors with various nations strategically planning for their economic development. The global medical travel industry generates revenues around US$60 billion yearly and is increasing 20% year by year. For instance, 2.4 million foreigners were treated in local hospitals in 2012 generating estimated revenues of 14 billion baht. Furthermore, around 410,000 overseas tourists traveled to Singapore specifically for medical purpose in 2006. Singapore government also aims to attract around 1 million medical tourists annually from 2012. The main purpose of this study is to investigate the influential factors on repurchase intention of medical tourism. It aims to identify the medical tourism development in Taiwan and Thailand, and to develop, utilize and applicable marketing strategy to attract more international tourists and stimulate medical tourism revenue. There are six influential variables that would affect medical tourist’s repurchase intention in this study. Firstly, word-of-mouth could enhance medical tourist’s utilitarian and hedonic value evaluations. Secondly, word-of-mouth, utilitarian value of medical travel and hedonic value of medical travel all influence medical tourist’s travel satisfaction toward medical tourism which leads to increase repurchase intention. Thirdly, locus of control and brand image will moderate the influences of utilitarian value, hedonic value and travel satisfaction on repurchase intention. Questionnaire surveys were iv conducted in this study. International tourists that have engaged the low invasive medical treatments in Taiwan and Thailand were asked to have their comments on the research variables. Data were analyzed using SPSS version 18.0 will be employed to find the result. Since there are several research gaps to be identified, it is expected that the study results can provide a very valuable reference for both academicians and professionals to design an effective strategy for medical tourism both in Taiwan and Thailand.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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