台灣安康旅遊者住宿動機與活動偏好之研究

The Lodging Motivation and Activity Preferences Among Older Wellness Travelers in Taiwan

陳慧蓉(Hui-Jung Chen)

指導教授 ： 何景華

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00051

摘要

隨著戰後嬰兒潮世代邁入退休的年齡，銀髮消費市場隨之興起。由於台灣中高齡人口快速地成長，銀髮族已成為消費市場的主力族群之ㄧ，帶動觀光產業的永續發展。安康旅遊是旅客為了促進身體健康，在旅遊過程中享受自然資源及利用各種方式來紓解其身心靈的一種遊憩體驗。安康旅客是積極的健康探求者（active health seekers），在休閒遊憩方面往往扮演著主動的角色，並且勇於嘗試各種不同的新事物。在旅遊的過程中，業者提供的住宿服務與活動安排，也是相當重要的一環。因此，瞭解銀髮族安康旅遊者之住宿動機及其活動偏好，不僅有助於旅館業者規劃未來的發展方向，更可以提供銀髮旅遊市場更多元的選擇。
本研究主要在探討銀髮族安康旅遊者對於休閒度假旅館的住宿動機與活動偏好，以及不同銀髮族群之間的差異性。樣本為250位50歲以上入住於休閒度假旅館的旅客；其中女性占55.2%（n=138），男性占44.8%（n=112）。本研究將旅客分為潛在銀髮族50~64歲與銀髮族65歲（含）以上兩個族群。探索性因素分析共產生四項住宿動機：「個人屬性與特質」、「舒適宜人的環境」、「促進身心健康的活動」、「飯店服務的功能價值」以及三項活動偏好：「休閒課程與社交活動」、「合宜的安康保健服務」、「健康飲食課程與新知」。藉由獨立樣本t檢定（t-test）分析結果發現，在「舒適宜人的環境」、「促進身心健康的活動」、「飯店服務的功能價值」、「休閒課程及社交活動」、「健康飲食課程與新知」等項目皆有顯著的差異，潛在銀髮族比銀髮族更為重視以上五項需求。
研究成果顯示，台灣的銀髮安康旅遊者之住宿動機以「個人屬性與特質」為主，活動偏好則以「合宜的安康保健服務」為主，特別是精緻化與客製化的服務更能突顯其受人尊寵及享受身心靈的放鬆；故未來的旅館業者若能朝此趨勢提升整體安康服務之品質與滿意度，必能在廣大的觀光旅遊市場中，樹立獨特的經營理念並保有競爭優勢。

關鍵字

安康旅遊 ； 住宿動機 ； 活動偏好

並列摘要

With the postwar baby boomers entering the age of retirement, the consumption market for the elderly consequently rises. Owing to the rapid growth in middle-aged and elderly populations in Taiwan, the senior citizens have become one of the major groups in the consumption market to lead the sustainable development in tourism. Wellness tourism is a recreation experience that travelers, in order to promote their health, enjoy natural resources and make use of various approaches to relieve their body, mind, and spirit. Wellness travelers are active health seekers, often playing active roles in the leisure and recreation fields, and dare to try all kinds of new things. It is a very important part that the tourism industry provides lodging services and activity arrangements in the course of travel. Therefore, to understand the lodging motivations and activity preferences of older wellness travelers will not only help hoteliers plan the future development direction, but it also can provide more options in diversity in the senior tourism market.
This study mainly focuses on older wellness travelers’ lodging motivations and activity preferences in the leisure hotels, and the differences between the senior groups. Samples are 250 over 50 years old travelers staying in leisure hotels, among women accounted for 55.2% （n=138） and men accounted for 44.8% （n=112）. This study divides travelers into two groups: “young-older adults” aged 50-64 and “old-older adults” aged 65 and older. The exploratory factor analysis showed four lodging motivations, “Individual Attributes and Characteristics,” “Comfortable and Pleasant Environment,” “Promoting Physical and Mental Health Activities,” and “Functional Value of Hotel Services,” and three activity preferences, “Leisure Programs and Social Activities,” “Suitable Wellness and Health Care Services,” and “Healthy Diet Programs and Information.” Tested by the independent samples t-test, significant differences were found for five factors: “Comfortable and Pleasant Environment,” “Promoting Physical and Mental Health Activities,” “Functional Value of Hotel Services,” “Leisure Programs and Social Activities,” and “Healthy Diet Programs and Information,” and the young-older adults were more likely than their old-older counterparts to value these factors highly.
The study result shows that the older wellness travelers’ lodging motivation is primarily based on “Individual Attribute and Characteristics”, and their activity preference is mainly on “Suitable Wellness and Health Care Services”, especially in the view of the delicate and customized services that clearly reveals they prefer privileged attention and enjoy the relaxation in body, mind, and spirit. Therefore, if the future hoteliers can work toward this trend to promote complete wellness service quality and satisfaction, they will be able to establish unique business philosophy and maintain competitive advantages in the vast tourism market.

並列關鍵字

Wellness Tourism ； Lodging Motivation ； Activity Preferences

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