臺灣高齡人口養生風潮興起，現代人希望藉由旅遊中從事保健活動來減輕壓力，以及民眾渴望藉由形塑外觀容貌增強自信心動機增加，再加上臺灣自從實施全民健保以來，醫療市場在健保總額支付制度下財務成長空間有限，迫使經營者須另闢自費市場來支撐營運，多種因素匯集下保健旅遊形成醫療院所甚至各國經濟發展新的藍海策略。 臺灣發展觀光醫療尚在起步階段，本研究將針對國人進行國內醫療保健旅遊服務之認知與需求調查研究，了解國人對保健旅遊服務的看法及推行的意願，期望各單位在推行保健醫療服務同時，能提出較貼切民眾需求的具體方案，並落實相關配套措施推行，提昇醫療保健業與觀光業彼此異業結盟成果，進而打響臺灣觀光醫療保健旅遊知名度。

Health tourism is a new blue ocean strategy of economic development in many medical service organizations and countries. This trend is due to the old preserving health grow up, the workers ease off the pressure by travel, people want to shape their body and the financial crisis exists in Taiwan's national health insurance system. In Taiwan, the development of medical tourism also attracts more attention. In this research, we analyze the medical tourism cognitions and needs of Taiwanese. Through understanding the demand of Taiwanese, we hope to contribute the concrete suggestions to hospitals and the government when they attempt to develop the frameworks of medical tourism. Furthermore, with successful strategic alliances in health care services and tourism, it will improve Taiwan's medical outsourcing facilities and attract more medical tourism patients from other countries in the world.