臺灣健康觀光產業尚處於開發階段,推動初期宜以非侵入性且效果明確,無需後續照顧的健康檢查或溫泉浴療為推動之項目。本研究目的在探討民眾的健康生活型態與溫泉保健觀光認知、態度、行為之關聯性。研究方法是採結構式問卷,以立意抽樣的方式完成有效問卷299份。本研究將樣本區分為有泡過溫泉者及無泡過溫泉者,再以集群分析區別出不同健康生活型態之集群。並以t檢定、相關分析及逐步迴歸瞭解健康生活型態、溫泉保健觀光認知、態度、行為之關聯性。依研究結果將健康生活型態分為:注重自己的營養狀況及健康情形,且對於心理狀態及壓力的調適較佳,並保持運動習慣之「健康生活積極型」、較少運動且不會積極觀察自身的健康狀況之「健康生活被動型」兩群。研究結果顯示(一)主要為有泡過溫泉的30歲以下未婚女性之積極型有較佳的溫泉保健觀光認知、態度、行為。(二)健康生活型態較佳者,其溫泉保健觀光認知、態度、行為愈正面積極(p <.05);認知愈佳態度愈正面、行為愈積極(p <.05);態度愈正面則行為愈積極(p <.05)。本研究建議業者可於溫泉區尋找目標市場,即針對30歲以下未婚女性且重視身心健康、具運動習慣的健康生活積極型去拓展適合此族群的溫泉保健觀光行程和產品組合。
Wellness tourism is still in development stage in Taiwan. Health examination and balneotherapy are the best promotion project in the primary stage. The research will be to explore the knowledge, attitude and behavior of the people for wellness tourism. This research is operated with structural formula questionnaires focusing on the people in Xinbeitou as our experimental subjects. The random sampling is done in view of operation convenience with totally 299 valid replies received. The sample is divided into "taking hot spring bath" or "not taking hot spring bath". Through the cluster analysis distinguishes different health-promoting lifestyle of group. The data is analyzed by the one-way, t-test, stepwise regression method and Pearson correlation of different clusters of knowledge, attitude and behavior differences. According to the Research: (1) We obtained two clusters in health-promoting lifestyle (Active type, Passive type). (2)The active type of demographic characteristics is under 30 years old of unmarried women . The type have positive knowledge, attitude and behavior (3) The people have good health-promoting lifestyle, their knowledge, attitude and behavior is better. The better of knowledge that attitude will be better. The better of attitude will have positive behavior. The suggestion was developing to fit “Active type” produce of wellness tourism in hot spring.