旅遊意象、休閒認知與行為意圖之探討－以烏來溫泉水療結合芳療為例

常言道：「休息是為了走更長遠的路」，近年來，台灣地區經濟發展，國民生活水平提升，政府亦推動實施「一例一休」勞工工作日數改革政策、國定連續假日，致國人有越來越多的自由時間支配。如此使得國人越加重視休閒生活品質，對於身心靈放鬆及個人保健和芳療護膚的需求也越加的重視。本研究目的在探討溫泉區水療結合芳療之旅遊意象、休閒認知與行為意圖，以探究上述變數之關聯性。以烏來溫泉區作為研究範圍，採問卷調查法，回收有效問卷321 份，以結構方程分析方式作為本研究的分析方法。研究發現，芳療水療功效顯著正向影響旅遊意象，但對行為意圖卻無顯著正向影響；休閒認知顯著正向影響旅遊意象與行為意圖；在旅遊意象與行為意圖間之正向影響亦呈現顯著。最後提供實務上的建議以及未來研究方向，以期望能對業者提出可行的經營方向，以促進當地產業多元發展，提升整體資源的效益，更擴大溫泉產業相關人員就業及其市場價值。

關鍵字

芳療；水療；旅遊意象；休閒認知；行為意圖

並列摘要

In recent years, due to the growth of economy, the higher living standard, and the policy of day-off, people has more time to allocate at leisure activity. People not only care about quality of life, but also emphasize the importance of combination of relaxing body and keeping peace of mind as well. The purpose of this study is to determine the correlation among the healing of aromatherapy and hot-spring, tourism image, leisure awareness, behavioral intention. We conducted a survey in Wulai and analyzed these relationships, using a structural equation model based on 321 valid samples. The results show that the healing of aromatherapy and hot-spring will positively affect tourism image, but not behavioral intention. Leisure awareness will positively affect tourism image and behavioral intention. And tourism image has positively affect behavioral intention. Finally, this study concludes policy recommendations and the direction of future research that might be helpful for the hot-spring industry and the leisure market.