台灣溫泉觀光產業競爭力分析

An Investigation of the Competitiveness of Taiwan's Hot Springs Tourism Sector

李正慧(Cheng-Fei Lee) ； 黃薰毅(Hsun-I Huang) ； 蔡翼擎(Yi-Ching Tsai)

《真理觀光休閒學報》 8期 (2010/07) Pp. 1-20

https://doi.org/10.6438/TOJT.201007.0001

摘要

本研究透過與溫泉業者進行深度訪談，從觀光競爭力的角度，分析台灣溫泉觀光產業現況，據以對產業永續經營提出預警和建議。訪談研究結果發現，從觀光資源、經營管理及外在環境的角度來看，台灣溫泉觀光產業正處於一個蓬勃發展階段，已具備了相當程度競爭力。本研究建議政府與業者必須攜手合作從以下三方面進行改善：首先，加強與當地居民的溝通，讓居民有充分表達意見的機會，甚至邀請居民共同參與溫泉區開發建設工作，維持遊客、居民與溫泉業者之間和諧關係。其次，透過異業結盟或共同行銷方式，整合當地觀光遊憩資源，創造行銷綜效。最後，立法規範泡湯環境安全與衛生，提供遊客健康有保障的泡湯體驗。

關鍵字

溫泉旅遊 ； 觀光競爭力 ； 深入訪談法

並列摘要

The purpose of the present study is to investigate the level of competitiveness of Taiwan's hot springs tourism sector from the perspective of hot springs proprietors. It is expected the findings could provide the authorities and hot springs proprietors with useful insights into the potential of Taiwan's hot springs tourism sector and with step-by-step guidelines for achieving sustainability. The results indicated that Taiwan has great potential to develop its hot springs tourism in terms of tourism destination resources, tourism destination strategies, and tourism destination environment. However, if the sector is to achieve sustainable development, the authorities should work together with hot springs proprietors to understand local residents' attitudes about tourism development, involving them in as many aspects of development as possible. Second, the promotion of hot springs tourism calls for cross-marketing and horizontal alliances to create synergies. Finally, tourist safety and security need to be ensured through regular inspections of the bathing facilities in accordance with hot springs related laws.

並列關鍵字

Hot springs tourism ； tourism competitiveness ； in-depth interview