透過您的圖書館登入
IP:44.204.217.37
  • 學位論文

發展臺灣安康旅遊市場之研究

A Study of Wellness Tourism Market Development in Taiwan

指導教授 : 何景華
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


觀光旅遊業已經是現今許多國家致力發展的產業項目,隨著社會人口結構的改變,愈來愈多的人開始關注自己的健康,他們會希望當在旅遊時也能保持其健康,因而催生出安康旅遊。在歐美許多國家,安康旅遊已經蔚為風潮,並衍生出各式的安康產品,但安康旅遊在臺灣的發展才剛開始要起步。本研究主要目的即在探索臺灣旅遊市場中安康旅遊的發展現況,並從臺灣產業界、政府部門及學術界專家的角度探索其對安康旅遊之認同程度。 本研究之研究方法採用修正式德爾菲法作為分析工具,先蒐集與探討過去相關研究的文獻,設計出德爾菲法專家問卷,再邀請13位分布於產、官、學界各個領域的菁英組成專家小組,進行修正式德爾菲法問卷分析以收斂專家小組的意見。本研究問卷之構面包括「安康及安康旅遊定義」、「安康旅客型態」、「安康旅遊住宿偏好」、「安康旅客旅遊動機」與「臺灣安康產品特色及未來發展趨勢」等五項。經過三回合的問卷調查,最終分析結果顯示專家小組意見達到一致性。 本研究之結果發現專家認同安康旅客在經濟收入面多屬於中、高階層,出外遊玩的願意支付金額高,因此旅遊業者應提升安康產品的服務品質。而安康旅遊在臺灣也是被認同有發展潛力,政府應該致力於協助宣傳臺灣安康旅遊。本研究期望能讓臺灣觀光產業對安康旅遊產生認知與共識,打造國內旅遊新氣象。

並列摘要


Tourism industry has been developed strongly by most countries nowadays. As more and more people are concerned about their health, they want to keep up their healthy habits when they travel. This is driving the development of wellness tourism. Wellness Tourism has become the trend in many occident countries. In Taiwan, wellness tourism just got going. The purpose of this study is to explore the development situation of wellness tourism and analyze the level of agreement among industries experts, government officials and academic scholars toward wellness tourism market development in Taiwan. This study adopts the modified Delphi method to collect opinions from the review of the literature. Thirteen experts from the hospitality and tourism industry, government and academia were invited to from the expert group. Five dimensions were created from the literature to form the survey questions, including “Definition of wellness and wellness tourism”, “Characteristics of wellness travelers”, “Behavior characteristics of wellness travelers”, “Motivation of wellness travelers” , and “Wellness tourism trends”. After three rounds of the Delphi survey, the expert panel reached consensus about the wellness tourism development in Taiwan. The result of this study shows that the income level of most wellness tourists is in the middle and upper class, the willingness to pay during traveling is higher. So, the travel industry should upgrade the quality of wellness products. And the wellness tourism in Taiwan is regarded as a potential tourism sector, so the government should be devoted to assist travel industry with promotion. The research findings could provide suggestions for government agencies, academia, and the industry in the development of wellness tourism in Taiwan as well as apply adaptive attributes from each dimension as a basis for improvement. Key Words: Wellness Tourism;Travel Motivation;Lodging Preference;Market Development Potential;Modified Delphi Method.

參考文獻


陳明陽(2010)。美感生活型態對產品偏好的影響。未出版碩士論文,國立交通大學,新竹市。
吳彬安(2008)。我國發展健康保健旅遊可行性模式之探討。未出版碩士論文,國立臺灣大學,臺北市。
劉泳倫、鄒哲宗、丁伯薇(2008)。圓潭自然生態園區遊客旅遊動機、旅遊偏好、滿意度與重遊意願之相關研究。休閒觀光與運動學報,3,62-79。
陳美芬、鍾全勝、蔡必焜(2010)。銀髮族的養生認知與旅遊需求之研究。農業推廣文彙,55,117-126。
陳光華、陳志宏(2010)。安康Spa旅遊服務需求初探-以高雄市50歲以上市民為例。休閒與遊憩研究,4(2),101-131。

延伸閱讀