文化創意對溫泉會館遊客消費意願與滿意度之影響

The Impact of Cultural and Creative on Tourists' Satisfaction and Wishes in Hot Spring Resort

張曉楨(Hsiao-Chen Chang)

《文大商管學報》 18卷2期 (2013/09) Pp. 51-78

摘要

隨著生活型態之改變，注重享受之高消費族群，已漸成為溫泉會館積極開發之市場，再加上近年來台灣政府正在積極的推動文化創意，故本研究想要瞭解加入文化創意元素在內的溫泉會館，是否會比較吸引旅客的關注，並探討旅客對於有加入文化創意元素的溫泉會館將會如何做選擇。本研究發現，文化創意、滿意度、消費意願呈現不相關，顯示溫泉會館的消費者不在意是否有加入文化創意之元素，故溫泉會館應加強裝潢或服務品質，以提高消費意願。建議業者可以加強服務人員處理事情的能力與文化創意專業的素養，以提高消費者對文創意溫泉會館人員的評價，此外，會館應有計畫與安排相關觀光協會舉辦的各種文化創意聯合教育訓練，除此能增加服務人員對文化創意的相關了解外，文化創意的知識，敏銳度的觀察力，掌握消費者真正需要，也能大大提升高消費者對有加入文化創意元素溫泉會館的了解。

關鍵字

文化創意 ； 溫泉會館 ； 消費滿意度 ； 消費意願

並列摘要

As the lifestyle changes nowadays in Taiwan, the consumers enjoy their lives have constituted the market that Hot Spring Resorts try to expand. In addition, the Culture and Creative developed by the government also triggers the motive of this research on this industry of tourism to identify whether the Hot Spring Resorts with the Culture and Creative elements would attract the consumers. In other words, this research analyzes how tourists would make their choices when facing the Hot Spring Resort with Creative and Culture elements. The findings of this research reveal that Culture and Creative, customer satisfaction, and the consumer wishes are non-relative, showing that consumers do not really care about Culture and Creative. Therefore, the resorts must reinforce their equipment and service so as to increase the consumer wishes. The suggestions are the enterprise owners should enhance the personnel's capabilities of managements and cultural comprehensions so as to improve the consumers' evaluations of the resorts. Besides, the resorts have to make the plans and training programs for the tourist constitutions relative to Cultural and Creative. The employees of these resorts thus apprehend Culture and Creative requirements and, receiving the cultural knowledge, grasp the real pursuits of customers, who can retrospectively understand Cultural and Creative.

並列關鍵字

Cultural and Creative ； Hot Spring Resort ； Consumer Satisfaction ； Consumer wishes

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甘其銓()。,未出版。