2008高雄冬季旅展的溫泉行銷實務分析

本研究以質性方式主要以溫泉產業行銷實務為研究主題，研究對象為2008高雄冬季旅展之參展的溫泉旅館業者，研究方法係以深度訪談為基礎，並運用行銷4P理論設計問卷進行調查。在訪談調查的同時，本研究亦於旅展中蒐集相關的行銷傳單，並於歸納整理後，配合相關文獻與訪談調查結果，提出結論與建議，以期能提供溫泉業者及相關單位參考。2008高雄冬季旅展規模並非甚大，然而卻具體而微，溫泉旅館業者共計12家，北部4家、中部2家、南部有3家及東部地區3家等，相當具有代表性。本研究調查資料顯示，中、小型規模的飯店中均有設置兼具Spa功能的大眾池及個人湯屋；而在大規模的飯店上卻只有Spa大眾浴池。在經營方式上，大部份的業者幾乎都是以獨立小規模的方式經營。因此，本研究建議，溫泉業者應加強溫泉設備更新與維護，並且可搭配旅遊行程，讓遊客除了泡湯與住宿外，加強在當地的觀光與消費。此外，台灣在2009年08月08日，受到莫拉克颱風所引起的88水災重創，台灣南部、東部、中部的溫泉區均受到嚴重影響，因此本研究後續也針對2008高雄冬季旅展當時受訪之溫泉業者，進行追蹤調查。

關鍵字

冬季旅展；溫泉旅館；行銷4P ； 88水災

並列摘要

The objective of this research is to reveal the marketing practices of the hot spring hotel industry, and the research participants are the hotel spring hoteliers that join the Kaohsiung Winter Travel Fair in 2008. The in-depth interview were conducted, the marketing mix theory is incorporate into the questionnaire design, moreover, hotel fact sheets and flyers are also collected and analyzed with relevant literature reviews and interview results. Thus, conclusions and suggestions are presented to provide sufficient references for the hotel operators and government officials. The research findings indicate that the majority of medium and small sized hotels are fully equipped with spa facilities in both public and private pools comparing with only spa facilities for the public pools in the large hotels. Furthermore, most of the hotels are managed independently in a smaller size. The research suggests that the operators should maintain and renovate the spa equipment constantly, and introduce various package tours to the market to enhance the tourist spending and local tourism. Moreover, the impacts of Typhoon Morokat on those hotels are also examined in the research.

並列關鍵字

Winter Travel Fair ； Hot spring hotels ； Marketing Mix 4P's ； 88 flood disaster

被引用紀錄

Shen, P. H. (2016). 互動多媒體展覽之專屬感營造機制 [master's thesis, National Cheng Kung University]. Airiti Library. https://www.airitilibrary.com/Article/Detail?DocID=U0026-0006202200000115

國際替代計量

2008高雄冬季旅展的溫泉行銷實務分析

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