In order to implement the 15 strategies in Table 5 effectively, we establish goals for the short, medium and long-term phases based on the experience in Taiwan. The method to differentiate the three phases is in the paragraph below:
The main point of the short-term phase is to explain the construction that
172 To Develop the Strategies 0/ the Medical Tourism lndustry in Taiwan by Using GRA and TR1Z: the Japanese Consumer Vìewpoint
requires to be notified because it's in initial phase. The medium-tenn phase inherits the past and lead to the future. In the medium-tenn phase, it takes over constructions in the short-tenn phase and strengthens for the long-tenn development in the future. The main point of long-tenn stage is to help Taiwanese promote the development in the future in this industry. Therefore, the implementation strategies are as follows:
A. The short-tenn goal: To cultivate people in Medical Tourism in Taiwan for serving the overseas Chinese in Japan, the strategies that we suggest are S3, S4, S7 and S8.
Since Medical Tourism service in Taiwan is in initial phase in global market, domestic healthcare personnel are not ready to serve international patients yet. Therefor巴， the short-tenn goal can focus on the overseas Chinese in Japan as our target customers and encourage them to take Medical Tourism services. We are promoting the strategy,“making intangible service tangible" and present the profession in Taiwan's Medical Tourism service to patients all over the globe. Meanwhile, to make our healthcare personnel accumulate their experiences in intemational service, we should
“
develop knowledge management system" and“
applying total appraisal to improve the attitude of servers". By these two strategies, members learn and grow through knowledge management system; moreover, we encourage them by diverse perfonnance evaluation. In addition, taking employees' welfare and consumers' need into account, we can meet the both demands by“designing comfortable unifonns".
B. The medium-tenn goal: Establish the hardware and channel network in Taiwan's Medical Tourism services, so the strategies we suggest are Sl, S2, SlO, S12, S13 and S16.
When the market of the overseas Chinese is progressing step by step, the market of the non-overseas-Chinese can be further developed (ex:
developed countries such as EU countries and Japan). In order to make Taiwan's Medical Tourism more competitive, basic construction is highly valued before accessing to the market of the non overseas Chinese: Establishing hardware and channels to build a sufficient environment for
Chiao Da Management Review Vl划'. 30No. 2, 2010 173
Taiwan's Medical Tourism; improving current quality in service to develop long-term marketing strate斟酌. We take the
“
need of target customers" and“
introducing The Japanese technology with new facilities" as our reference, aiming at The Japanese market because of their rapid pace of living and the great number of hypertensive patients. Seeing The Japanese as our target customers, we purchase precision instruments to detect or treat hypertension.This will improve health care of The Japanese tourists in Taiwan, enhancing the current quality of medical services.
C. The long-term goal: In order to serve non-overseas-Chinese customers in Taiwan's Medical Tourism, the strategies that we suggest are S5, S6, S9, SII and S15.
In order to gain competitive advantages in global market of Medical Tourism, domestic medical institutions need to find more target customers who are non-overseas-Chinese. Hence, in this phase, we develop the long-term plan aJmmg at intemational customers. Take the strategy of
“
building customer database system" as an example, medical institutions can develop or enhance intemational customers' intention to visit Taiwan for another Medical Tourism service by analyzing customers' characteristics, preference or attitude from the customer database system, and then they can develop new Medical Tourism services. Take The Japanese market as an example, statistics shows that most ofthe families in Japan are small families.When Taiwan's Medical Tourism designs the whole set of services for adults, we could also design services for children. For instance, weight loss camps can solve the problems such as obesity and overweight among current children for loving to eat fast food.
8. Conclusions
Medical Tourism has been a new 句pe of innovative industry around the globe in 21st century. In our research, we take the consumer's perspective ofthe Japanese consumers as to develop the strategies for Medical Tourism in Taiwan.
To prove our point and make it both valid and credible, we apply the CDP to
174 To Develop the Strategies 01 the Medical Tourism Industry in Taiwan by Using GRA and TRlZ: the Japan自e Consumer Vìewpoint
design the questionnaire distributed among the Japanese. Using the GRA we have determined KSFs for Medical Tourism in Taiwan and turned them into the key problems. Finally, we used TRIZ theory to make short-, medium- and long-term strategies to systematically promote its development.
According to the strategies presented in the paper, we suggest that the size and features of the Taiwanese medical institutions, such as medical centers, regional hospitals, district hospitals, clinics and all other medical institutions, would be categorized to develop their own strategies. Due to their differences in levels and scales, these medical institutions' resources would be different. We recommend that when discussing a strategic problem of Medical Tourism, researchers assist the Taiwanese medical institutions to do market segmentation and benefit the whole medical industry in Taiwan.
Secondly, we suggest that researchers can in future apply supply chain theory to satisfy supply and demand of Medical Tourism. For example, post-purchase activities is an interesting research direction. Because Medical Tourism is related to medical service, it can lead to malpractice lawsuit caused by careless medical care, which rnight influence the whole Medical Tourism industry.
Hence, it is advisable to use supply chain to realize customers' attitudes and lifestyles after their returning to their own countries.
At last, from supply aspects, post-purchase activities can let us realize the relation between supplier and the Taiwanese Medical Tourism service providers.
For the Taiwanese organizations in this indust哼" to open the local channels, it is very important to choose suppliers carefully. To seize commercial potential, choosing a channel is one of the most crucial matters. For those companions who offer medical service for homecoming consumers, both them and their suppliers should offer consistent quality of medical services. From the consumers point of view, all the follow-up services are also related to the Taiwanese Medical Tourism.
Accordingly, services of the suppliers and retailers should be well integrated to make it more efficient. This can make the Taiwanese Medical Tourism play an important role in the medical services ofthe world.
Chiao Da Management R仰的Ii Vol. 30 No. 2, 2010 175
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Aspects
Devices in medical institute such as high-tech medical equipment Devices
Facilities in tourist spots such as toilets, chairs and tourist center.
Decoration of medical institute in the environment
Decoration
Arrangement in the tourist spots such as
Eroglu and Machleit(l993), controlling the number of people Arnould and Price(l993),
settmg John(l996),
A sanitary enviromnent of medical Wakefield and Blodgett( 1999),
mstItute Lockyer(2005)
Sanitization
Prcscrvation of thc tourist spot.
Distance between one tourist spot and another
Arrangement
Arrangement of medical institute in the environment like the distance between treatment room and waiting room
Actors Clothing of the healthcare personnel. Grove el al. (1992), John(l996),
Chiao Da Management Review 制 30No. 2, 2010 181
Aspects Variables Dependency References
Commitment from health care personnel Commitment to
customers
Commitment from the tour leaders
Reasons for For health promotion. joining Medical
Tourism
For travel
Cooperation with the health care personnel Parasuraman et al. (1985),
Audi- Actions during Grove et al. (1992),
ence Medical Tourism John(l996),
Garbarino andJonson( 1999), Cooperation with the tour leaders Wu(2007)
Whether patients like social interaction Interactions during Medical Touris肌
between
customers Whether travelers like social interaction during Medical Tourism
Schedule of medical treatment works smoothly or not
Time arrangement
Grove et al. (1992), Perfor- Schedule of tourist spots works smoothly John( 1996),
rnance or not Bitner et al. (1997),
Blackwell et al. (2∞6)
Service quality in tourist spots. (Ex Service quality Famous ancient monuments or
constructlOns
182 To Develop the Strategies of the Medical Tourism Indust砂 in Taiwan by Using GRA and TRlZ: the Japanese Consumer Viewpoint
Appendix A Items Developed in the Questionnaire (continued 1
Aspects Variables Dependency References
Service quality in medical institutions. (Ex.
Service quality Secure Socket Layer or certification of
的0.)
Well-arranged medical service Need Perfor- Processing
recogmhon mance Well-arranged travel service
Overall atmosphere during medical Synthetic treatment
evaluation
Overall atmosphere during the travel Personal I used to make a guess about the new experience and product depending on my personal
knowledge experience and knowledge
Relati ves and 仕iends are the main resource Interpersonal of my new inforrnation.
relationship Experts are the main resource of my new Consumer protection commissions (Ex
Inforrnation Consumers' Foundation) are the main Blackwell et a/. (2006), Kotler and Kelle呵2006)，
Research resource of my new inforrn-"tion Translated from English by Lou I receive the info口nationof the new product and Fang
from advertisement
I receive the inforrnation of the new product on television
Business 1 receive the inforrnation of the new product in newspaper and magazines.
Inforrnation
resource 1 receive the inforrnation ofthe new product on mtemet
1 receive the inforrnation ofthe new product from packaging or product e沿libition.
I receive the inforrnation of the new product from sales promotion
Purchase evaluation Location Convenience to purchase at the store. ( Ex: Park and Snlith (1989), (distance) easy to find a parking space) Blackwell et a/. (2006),
Chiao Da Management ReviewVol. 30 No. 2, 2010 183
Aspects Variables Depend個cy Refer電配es
Convenience 10 purchase on Ihe inlemel Kotler and Keller(2∞6)
(Ex: simple 10 place an order on line) Translated from English by Lou and Fang, Parasuraman el al. *
Security 10 purchase online (Ex: Make sure (1988),
thes自叮ityof your personal profile ) Akama and Kieti. (2003),
184 To Deve/op the Strategies 01 the Medica/ Tourism Jndustry in Taiwan by Using GRA and TRIZ: the Japanese Consumer Vìewpoint
一一一一一，一-一_. -一，
--- ----
，日~~""~....~-- \.--- - JAspect Variables D句endency References
It is important for tourist spots to apply tourists the real-time information and service.
It is important to make sure all the items on the Purchase evaluation Reliability travel plan will be done accurately.
lt is important to complete medical treatment without failure
It is important to give a sufficient explanation after medical 甘eatment
1 prefer to purchase Taiwan Medical Tourism in
travel agency in Japan Slovic and
I prefer to purchase Taiwan Medical Tourism in MacPhillamy( 1974), Park and Smith (1989), Medical institutes in Japan 81ackwell el al. (2006), I prefer to purchase Taiwan Medical Tourism Kotler el al. (2007)
Purchase channel Translated from English
on-line. by Xie, Hoehn and
purchase Tourism in Taiwan again
By When 1 feel satisfied, I will share this pleasant word-of-mouth experience with my relatives and friends.
When I am not satisfied, 1 will not tell my Complaint level 合iends nor complain about it. 1 will not ask for
compensation nor complain to the organizer
Day and Landon (1977), When 1 am not satisfied, I will request charge Phau and Sri (2004), refund from the organizer Zhang el al.(2005), Post-purchase
When 1 am not satisfied, 1 will take action under Litvin el al. '(2008),
evaluation Goetzinger and
Actions of satisfied the court Widdows'(2006)
customers and not Complain in When 1 am not satisfied, 1 will complain to satisfied ones public Consumer protectton commtsstons (Ex.
Consumers' Foundation) Complain in relatives and 台iends
Private When I am not satisfied, 1 will not join this medical tourism group again
Chiao Da Management Revi側IVol. 30 No. 2, 2010 185
Appendix B The Contradiction Mat .
|京
Attribu Attribute 5 AttributeAttribute 2 Attribute 3 Attribute 4
39
Order Principle Order Principle Order Principle
Segmentation 15 Dynamics 28 Mechanics substitution
2 Taking out 16 Partial or excessive
29 Pneumatics and hydraulics actlOn
3 Local quality 17 Another dimension 30 Flexible shells and thin films
4 Asymmetry 18 Mechanical vibration 31 Porous materials
5 Merge 19 Periodic action 32 Color changes
6 Universality 20 Continuity of useful
33 Homogeneity
action
7 Nesting 21 Skipping 34 Discarding and recovering
8 Anti-weight 22 Blessing in disguise 35 Parameter change
9 Preliminary
23 Feedback 36 Phase transition
antl-actlOn
10 Preliminary action 24 Intermediary 37 Thermal expansion
186 To Develop the Strategies 01 the Medical Tourism Industry 的 Taiwan by Using GRA and TRIZ: the Japanese Consumer Vìewpoint
186 To Develop the Strategies 01 the Medical Tourism Industry 的 Taiwan by Using GRA and TRIZ: the Japanese Consumer Vìewpoint