溫泉旅遊地吸引力影響因素探析

An Investigation of Factors Determining the Attractiveness of Hot Springs Tourism Destinations

李正慧(Cheng-Fei Lee) ； 黃薰毅(Hsun-I Huang)

《運動與遊憩研究》 2卷2期 (2007/12) Pp. 90-110

https://doi.org/10.29423/JSRR.200712_2(2).0006

摘要

近年來，溫泉旅遊非常受到國人的歡迎，激勵政府及民間積極投入溫泉旅遊地開發與建設，合力拓展客源市場。本研究從遊客的角度來探討溫泉旅遊地吸引力影響因素，並分析遊客屬性及參與活動情形對吸引力影響因素之看法是否有差異，以擬定未來提升台灣溫泉旅遊事業之策略。本研究彙整出29個溫泉旅遊地吸引力影響因素，藉由遊客問卷調查的方式蒐集資料。研究結果發現，提升溫泉旅遊地吸引力的首要任務是落實溫泉浴場安全衛生管理機制，以保障遊客權益。溫泉旅遊事業應積極朝溫泉養生醫療方向發展，利用溫泉泉質創造差異化，以吸引不同族群的參與，提高遊客泡湯頻率以及縮小旅遊淡旺季的差距。最後，溫泉旅遊地需謹慎規劃所需支援性設施與服務，藉以延長遊客的停留時間、增加當地消費並確保當地旅遊便利性。

關鍵字

溫泉旅遊 ； 旅遊目的地吸引力 ； 溫泉旅遊地吸引力影響因素

並列摘要

Taiwan is endowed with and enjoys the highest concentration and greatest variety of hot springs. Recently, visiting hot springs has become extremely popular in Taiwan. Local authorities and hot springs proprietors are passionately committed to the development of hot springs tourism destinations. This paper examines what attributes which are needed to become an attractive hot springs tourism destination from a visitor's perspective. It also analyzes whether there are any significant differences in perspectives towards the importance of attributes of an attractive hot springs destination between visitors with different backgrounds and travel patterns. The twenty-nine destination attributes are drawn from the literature and are modified to reflect some specific features of hot springs tourism destinations. A questionnaire survey was used to gather data. Seven factors are found in the factor analysis: Safety and Security, Transportation, Leisure and Recreation, Accommodation, Cultural and Historical Assets, and Natural Resources. Two factors that rated as the most important in strengthening destination attractiveness are Safety and Security, and Natural Resources. The main findings are as follows: local authorities and hot springs proprietors should work together to establish and implement a control and management mechanism to maintain a safe and secure bathing environment. The appeal of hot springs tourism experience could be extended into health protection and medical treatments with a view to attracting different market segments, reducing the strong seasonality imbalance, and increasing the frequency of visiting hot springs. Finally, various tourism supporting facilities and services should be offered to visitors to satisfy their accommodation, catering and transportation needs.

並列關鍵字

Hot springs tourism ； Destination attractiveness ； Determinants of attractiveness of hot springs tourism destinations

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