影響溫泉遊憩區遊客住宿選擇之研究

A Study of Impact on Traveller's Lodging Choice in Hot Spring Recreational Area

謝淑芬(Shu-Fen Hsieh)

《餐旅暨家政學刊》 2卷3期 (2005/09) Pp. 335-351

https://doi.org/10.6572/JHHE.2(3).2

摘要

台灣地區孕藏不少有名的溫泉，因此泡溫泉已成爲台灣地區極爲普遍的休閒活動，溫泉經營亦成爲溫泉區的一項產業特色。鑒於人們休閒活動的量與質的逐漸提昇，溫泉的經營型態大體上已由純供泡湯演變爲兼具住宿服務，因此如何提昇遊客住宿需求，亦成爲溫泉遊憩區旅館業者經營之重要課題。研究工具包括「遊客滿意度問卷」、「遊憩利益問卷」，研究樣本爲溫泉遊憩區內419名遊客。本文透過因素分析、Cramer's檢定、二項式logistic分析，探討北投溫泉區遊客之人口統計變項、遊憩利益、遊憩行爲與忠誠度，進而分析這些變項與遊客住宿選擇的關係與影響程度。研究結果顯示：1、住宿需求有無與人口統計變數中之職業、居住地、教育程度、家庭狀況、年齡有顯著相關；與遊憩行爲中之同伴關係、旅遊花費、泡湯與否、交通工具、旅遊資訊來源有顯著相關；與旅遊頻率亦有顯著相關。2、有無住宿需求之遊客其遊憩利益因素有顯著差異。3、顯著影響遊客住宿需求的因素依序爲：「有泡湯者」、「年齡20歲以下」、「電視／廣播」、「居住地以大台北地區」、「個人旅遊花費」、「重視溫泉休閒群」等六項。本研究結果期能提供溫泉旅館經營者擬定具體行銷策略之參考。

關鍵字

遊憩利益 ； 住宿選擇 ； 遊客忠誠度

並列摘要

As Taiwan is renowned for its abundant resources of hot springs, it is getting popular for Taiwanese people to engage in hot-spring soaking. Due to the people's growing need for recreation, both in quality and quantity, the hot-spring enterprises have hence extended its traditional operation of mere hot-spring soaking service to include lodging arrangements. Therefore, it becomes significantly important for the hot-spring enterprises to embark on mapping out strategies for such needs. This research was conducted through assessment of the questionnaires, with reference to tourist's satisfaction and recreation benefits, collected from 419 tourists in the hot-spring recreational area and approached by way of factor analysis, Cramer's examination, and binary logistic analysis. The author tried to explore the population variables, recreation benefits, recreational behaviors, and traveler loyalty, in an effort to analyze their implications in relation to the tourists' choice for lodging needs. The research results indicate: First of all, the travelers' need for lodging services is highly related to the variables of vocation, residence, education, family condition, age, travel companion, spending, hot-spring soaking, transportation, source of information, and frequency of visit. Secondly, the recreation benefits vary notably between lodgers and non-lodgers. Thirdly, the priority of the factors that influence the need for lodging is as follows: hot-spring soaker, aged under twenty, TV/Radio Broadcast, Taipei metropolitan resident, personal spending, and hot-spring lover. This research is carried out in a hope that it will help facilitate the hot-spring enterprises to formulate concrete and effective marketing strategies.

並列關鍵字

recreation benefits ； lodgings' choice ； traveller loyalty

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