遊客溫泉旅遊目的地個性對飲食體驗的影響－以北投溫泉區為例

過去有關溫泉區看法與感受的相關研究，甚少探討遊客旅遊目的地個性與飲食體驗議題，本研究目的為探討溫泉遊客是否具有明確的旅遊目的地個性知覺與飲食體驗內涵，且旅遊目的地個性是否影響其飲食體驗。經北投溫泉區自填式問卷調查，收集313份有效問卷，分析結果顯示北投溫泉旅遊目的地個性為單純的、養生的、華貴的與念舊的；飲食體驗包含健康實驗與生活轉移二個向度；而以旅遊目的地個性為遊客分類變數，可合理將遊客區分為一般大眾型、健康保健型與低調奢華型，且不同旅遊目的地個性的遊客其飲食體驗顯著不同。上述研究成果不僅發現溫泉遊客具有明確的飲食體驗，且旅遊目的地個性為一有效之市場區隔變數；同時暗示將北投溫泉區視為一個人來描述時，遊客對溫泉區有多面向的旅遊目的地個性知覺，反映出溫泉旅遊發展的「後現代觀光」現象。

關鍵字

遊客行為；市場區隔；品牌個性；後現代觀光

並列摘要

Researchers have made great efforts to examine the aspects of tourists' cognition and affection toward a destination, but few have attempted to address tourists' destination personalities and food experiences of a hot springs destination. The purposes of this study are to examine empirically whether or not the distinct dimensions of tourists' destination personalities and food experiences exist, and to examine the influences of destination personality on food experience. In this study on-site questionnaire survey is administered to collect data regarding tourists' visitations to Pei-Tou hot springs destination. The results indicate that tourists' destination personalities consist of four distinct dimensions labeled with simple, health-enthusiastic, luxurious, and rememberance-old, and food experiences comprise two distinct dimensions named health-experimental and life-diversionary. In addition, three types (i.e., health-care tourists, low-key luxury tourists, and mass tourists) of destination personality tourist are identified. Furthermore, the results show that food experiences vary across the types of destination personality tourists. The findings suggest that detination personalities can be used to be an efficient segmentation tool and show that food experiences indeed exist when tourists visit a hot springs destination. Theoretically, the multi-dimensional nature of destination personality reflects the nature of postmodern in hot springs tourism development.