本研究旨在探討民眾對醫療觀光之服務需求、參與動機、意願與阻礙因素。研究方法以問卷調查方式進行資料蒐集，計有效問卷共438份。研究結果發現，不同「性別」、「教育程度」、「居住所在地」、「出國開銷費用」、「醫療觀光」參與經驗的受試者在各構面表現，經t考驗、單因子變異數分析以及LSD事後檢定，發現存在顯著差異。而多元迴歸分析結果也發現，「觀光吸引力」、「社會認同」、「自我肯定」及「醫療觀光」參與經驗者對意願具有顯著預測力，其預測值達15%。根據結果，本研究提出相關建議，作為醫療觀光推動與研究之參考。

e aim of this research is to study the medical service needs of people, the participation motivation and willingness, and the hindrance factors. The research method of this study is to conduct a survey by collecting data. It has received 438 valid questionnaires. The finding of this research shows that the performance of the sample population varies with “gender”, “education”, “residential area”, “travel expense” and “medical tourism” through the t test, single factor variance analysis and LSD post-test. In addition, the result of the multiple regression analysis also indicates that “tourism attraction”, “social identity”, “self-confidence” and “medical tourism” have significant predicting capability toward the participant’s willingness. The predictive value reached 15%. Based on the result, this study provides some related recommendations which can be used for future reference for tourism promotion and study.