The Challenges of Spring Tourism in Taiwan

近世紀以來，臺灣的溫泉觀光在旅遊市場已受到相當程度之矚目。由於不同類型之天然溫泉對人體有其獨特醫藥療效。因此本研究旨在探討臺灣遊客從事觀光溫泉旅遊之影響因素，並了解及解釋各種因素之重要性及旅遊動機變化等構面與內涵，同時探討不同變數的差異，進而提供相關實證訊息及建議。本研究以現存合法之溫泉觀光旅遊地遊客爲研究對象，藉由問卷調查隨機抽樣方式取得528份有效問卷。本研究以探索性分析法進行統計分析，將43項溫泉旅遊動機及認知屬性縮減成九大溫泉觀光旅遊之動機因素及相關構念，內含因素分別爲個人健康、教育及學習、療程安排、關係建立與良好的感覺、特殊節慶活動與氣候變化、友善專業服務等因素爲最重要影響動機。藉由研究結果可建立溫泉旅遊觀光市場之文獻，並運用理論架構爲基礎提供相關業者及政府單位參考。

關鍵字

臺灣旅遊客；溫泉觀光旅遊；臺灣

並列摘要

Spring tourism in travel market of Taiwan has been acknowledged for century as different type of natural springs has its own specific medicinal cures for improving people's health. The study note analyses the impact of spring/spa tourism on the Taiwanese traveller to visit spring/spa destinations and what factors are important in explaining the variances of the motivations. Using probability sampling, 528 valid responses to the questionnaire carried out in spring/spa destination of Taiwan. The factor analysis of motivation factors revealed four underlying spring/spa destination attributes and five socio-psychological underlying dimensions. The main spring/spa travel motivations of Taiwanese were 'special events & weather condition', 'commercial external', 'personal health', and 'feeling good'; which appeared to be the most important push and pull motivations, respectively. Based on the results, the findings will point out spring/spa marketing implications in conjunction with the theoretical framework, and add to other relevant organisation.

並列關鍵字

Taiwanese traveller ； Spring/spa Tourism ； Taiwan

參考文獻

Gee, C., Makens, J. C., & Choy, D. J. L. (1989). The Travel Industry. New York: Van Nostrand Reinhold.

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