休閒產業公關策略與消費者公關認知之研究－以亞太溫泉生活會館爲例

因應經濟快速發展與週休二日，休閒需求日增，休閒逐漸成爲明星事業，產業也發展日趨多元。眾多選擇中，溫泉旅遊已成爲受歡迎的選擇，也爲重要遊憩活動之一。另因龐大商機，有不少企業競相投入，傳統4Ps已不符所需，欲得最大利益，唯透過雙向溝通互動，才能真正打動消費者的心。然反觀國內，公關與休閒相關研究僅2篇，以大眾傳播與公關理論及運作模式及策略爲主。因此，本文以亞太爲例，分析公關運作現況、策略規劃、分析運作與執行效益。發現：（一）其公關策略執行面相當完整，關注各層面；（二）女性、20-29歲、從商、已婚、大專教育程度、月收入在3-5萬元爲主；（三）最有效管道爲網路，效果最差爲電視，與好友一同多，再購比例低，但對整體效益持正面評價，看過記者會低，大多對報導關心。

關鍵字

亞太溫泉會館；公關；公關策略；消費者公關認知

並列摘要

The rapid global economical growth, as well as the participations in the 2-day weekends, the need for recreation and the leisure industry has also promptly grown. The industry has also diversified to accommodate the need. Amongst all, geothermal resources have grown to be one popular choice, as well as a important recreation. Its great lucrative potential has made the traditional 4PS is no longer fit. The business must have bi-directional interaction to understand the true need of customers in order to bring profits. However, domestically, there were only two publications related to the recreation industry, and researches are leaning towards theories of mass media, public relations, and business model and strategy. Therefore, this research will be based the individual studies of Asia Pacific Resort in new Bei-Toe. The research focused on the public relations, operation strategy, and the analysis on the effectiveness. The discoveries include: 1. Comprehensive strategy; 2. The main consumer group are married females age between 20 to 29 in the commercial industry, received college or higher education, whose monthly income range between 30K to 50K; 3. Internet is the most effective communication channel, where as TV advertisements are the least effective. Most consumers come with friends, and has low tendency to revisit. Low percentage of visitors has viewed the press conference, but most do care about the news.