To develop the strategies of the medical tourism industry in Taiwan by using GRA and TRIZ: the Japanese consumer viewpoint

Authors: Chien-Hui Lin, Chia-Shan Lee

Journal: Chiao Da Management Review. Dec. 2010, 30(2): 147-187.

Keywords: Medical tourism; Consumer decision-making process; Dramaturgical theory; Grey relational analysis; TRIZ.

Abstract:
In order to improve Medical Tourism industry, many countries have been working on services in Medical Tourism. Since other countries have already highly developed Medical Tourism market, Taiwan should promote its Medical Tourism intemationally as well. To create an overall promotion strategy for Medical Tourism industry in Taiwan, this study uses Consumer Decision Process and Dramaturgical Theory to design a questionnaire. The Japanese tourists, as the main source of foreign tourism in Taiwan, are the empirical object of this study. By using Grey Relational Analysis as the tool to analyze the data collected through the questionnaire, we determine the key factors that can make the promotion of Medical Tourism successful. As a result, we define problems that may occur in promoting Medical Tourism and then apply the TRIZ theory to develop 15 strategies to solve them. The contribution of our study is a reference for managers on planning Medical Tourism promotion.