保健旅遊為旅客利用自然資源或飯店的保健設施以促進健康的旅遊活動,在國外歷史悠久,保健旅遊產品推陳出新,每年皆有穩定之客群。相關之研究報告也相當豐富,且受到目前民眾對於健康、美麗的需求普遍提高及嬰兒潮人口老化影響,預估保健旅遊在未來旅遊市場中將佔有一席之地。反觀台灣情況,保健旅遊仍屬新興市場。 因此,本研究以發放問卷方式,在國內十五家溫泉旅館針對保健旅遊旅客進行調查,有效問卷為380份,並運用敘述性統計、因素分析法、平均數差異檢定及線性結構方程式針對保健旅遊之服務品質、顧客滿意、知覺價值及行為意向影響因素進行驗證並瞭解其相互影響之關係,並根據調查結果發展保健旅遊消費行為意向模式。 研究結果發現保健旅遊服務品質對於旅客知覺價值與顧客滿意有顯著正向影響關係,對於行為意向有中介影響效果存在。而顧客滿意與知覺價值對於行為意向有顯著正向影響關係。由於目前探討消費者保健旅遊研究與相關文獻較少,因此,本研究結果可作為業者、政府發展及推廣保健旅遊之參考。
Wellness tourism is the travel activity that tourists use natural resources or the health facilities of the hotel to promote health. Wellness tourism in foreign countries has a long history, the product innovate every year, and the steady consumers. The related study is also abundant. The demand of health and beauty is increase; in addition, the baby boomer population is aging. We expect wellness tourism will important in the future tourism market place. In Taiwan, wellness tourism is a new product. Therefore, this study aims to understand the wellness tourism service quality, customer satisfaction, perceived value and behavioral intention. To achieve study objectives, data were collected through structured questionnaires from fifteen hotels located in the Taiwan. Use Confirmatory Factor Analysis, T-test, One-Way ANOVA and structal equation modeling to structure the relationship of mutual influence, and to develop health travelers’ behavioral intentions model. The results showed that wellness tourism service quality for passengers’ perceived value and customer satisfaction has a significant positive impact on relations, but no significant effect on behavioral intention. Customer satisfaction and perceived value has a significant positive impact on relations. There is less study of wellness tourism consumer behavioral intention of related literature, therefore, the results of this study can be used to government and industry development and promote wellness tourism.