台灣溫泉區文化觀光以及商圈景點發展策略探討-以南部不老溫泉為例

Study of Development Strategy for Hot Spring Area Cultural Tourism and Business District in Taiwan - A Case Study of Bulao Hot Spring Area

劉東玲(Tung-Ling Liu)

指導教授 ： 陳足英

義守大學/語文學院/應用日語學系/碩士(2017年)

摘要

本研究主要針對台灣溫泉區之文化觀光及商圈景點發展等進行探討，並以南部地區不老溫泉區進行個案研究探討，針對相關業者如何擬定經營發展策略，提升目標顧客價值以及研析未來發展關鍵成功因素等議題進行分析，整理幾點本研究之主要研究目的如下：
一. 國內溫泉風景區之文化觀光及商圈發展現況為何?
二. 國內相關溫泉區業者之文化觀光發展關鍵成功要素為何?
三. 國內相關溫泉區業者之文化觀光商圈發展策略為何?如何整合相關資源進而提升整體文化觀光商圈之經營績效?
四. 台灣南部地區之文化觀光及商圈發展趨勢為何?相關經營困難可能為何，相關單位又應如何因應。
本研究的研究方法主要採文獻資料分析法及深入訪談法，針對南部實際經營溫泉觀光相關業者進行深入研究個案探討，經本研究彙整分析結果，整體幾個重要研究發現如下：
一、 溫泉業者可藉由關鍵成功因素包含產業特質與結構、業務經營定位、總體環境及其他短暫因素等面向建立永續經營基礎。
二、 溫泉業者針對目標顧客提供附加價值包含功能性、社會性、情感性、嚐新性、情境性等面向，藉此可提升整體區域商圈之吸引力來源。
三、 針對國內南部溫泉區的長足發展，有賴於政府相關配套措施支持及業者導入創新經營能量，以利正向永續發展契機。

關鍵字

不老溫泉區 ； 文化觀光 ； 商圈發展策略

並列摘要

The study focuses on the development of hot spring area and cultural tourism of business district attraction. It takes cases study of hot spring area of southern Taiwan and explores how to develop the business strategy, enhance the target customer value and analyze the key factors of development in the future. The main research objectives are as follows:
1. What is the current situation of cultural tourism and business district development in Taiwan's hot spring areas?
2. What are the key success factors for the development of cultural tourism of the hot spring industry?
3. What are the development strategies of the business district in the hot spring areas? How to integrate the relevant resources and enhance the performance of the business district?
4. What are the trends of business district in the southern Taiwan? What are the possible difficulties and how to get over in the future?
In the study, the main research methods are based on the literature analysis and interviews. The study has some findings as follows:
1. The hot spring industry has key success factors include industry characteristics and structure, position, overall environment and other short-term factors to establish foundation of sustainable management.
2. The hot spring industry can provide the target customers some additional value, including functional, social, emotional, new, situational aspects, which enhance the regional business district of the attractiveness.
3. For the domestic hot springs development in the southern Taiwan, it depends on the government related support and the innovative business to facilitate the positive development opportunities.

並列關鍵字

Bulao Hot Spring Area ； Cultural Tourism ； Development Strategy of Business District

參考文獻

William Zani(1970)、『 Mandging Computer-based Information Systems』、 p.8-16.

Sheth, J. N., Newman, B.I. & Gross, B. L. (1991). 『 Why we buy: A theory of consumption values. Journal of Business Research』, Vol. 22, pp.159-170.

Ghosh, A. and S. McLafferty (1987), 『 Location Strategies for Retail and Service Firms, MA: Lexington Books』, p.2-5.

William, A.(1966), 『 Guidelines for a Store Location Strategy Study, Journal of Marketing』, 30(4), p.42.

William, A.(1966), 『Guidelines for a Store Location Strategy Study, Journal of Marketing』, 30(4), p.43-45.