温泉遊憩與品牌價值之創新發展

The Innovation and Development of Hot Spring Recreation and Brand Value

林指宏(Chih-Hung Lin)

《台灣當代觀光》 1卷1期 (2018/09) Pp. 35-51

https://doi.org/10.6348/TMT.201809_1(1).0003

摘要

國際上溫泉豐富國家之發展政策，莫不以樹建溫泉獨特品牌和倡導溫泉健康旅遊地優勢為其觀光政策推動目標。台灣溫泉法立法後帶動溫泉成為熱門旅遊景點，溫泉旅遊地也成為地方政府推動區域觀光品牌的重要資產。然而，台灣溫泉旅遊常受到季節之消費習慣所侷限，加上台灣山區土地約占有75%，且溫泉大都數源自於高山地區，相對於歐洲各國和日本，台灣溫泉發展起步稍晚和溫泉產業規模較小，不利於發展成為具備國際觀光市場競爭力之大型溫泉渡假中心。儘管如此，台灣擁有完善的溫泉法及相關醫藥、生物科技、觀光休閒、資訊服務等技術先進之優勢條件，有助於溫泉產業推動價值創新模式，對溫泉產業價值創新和發展溫泉國際品牌有較樂觀的優勢。

關鍵字

溫泉 ； 品牌價值 ； 健康旅遊 ； 商品創新

並列摘要

Internationally, developing policy of the countries rich of hot spring resources was based on building unique hot spring brand and the advantage of its recreation location for eco-tourism. After passing the Taiwan Hot Spring legislation, local hot springs became a hotspot for tourists and the local government took this initiative to promote other local tourist attractions. However, hot spring tourism in Taiwan was usually limited to seasonal changes and tourism shopping habit. Since 75% of Taiwan land mass was based on mountain ranges and most of the hot spring resources are from high terrain, when comparing to Europe and Japan, Taiwan hot spring tourism established slowly. With the fact of the smaller industry, Taiwan had a disadvantage to develop into a competitive and larger hot spring recreation center internationally. Despite of it, Taiwan had advanced technology including completed legislation, medicinal purposes, biotechnology, recreation and information service, which brought a benefit to assist hot spring industries to create a value innovation program. This were advantages for industries innovation and develop international brands.

並列關鍵字

hot spring ； brand value ； health tourism ； product innovation