溫泉消費者自覺健康對溫泉體驗結合芳香療法關聯性之研究

臺灣擁有天然溫泉資源，泡湯頻率與健康相關生活品質具有正相關，推論溫泉休閒活動有提升健康相關生活品質趨勢。本研究之主要目的是藉由溫泉體驗的過程，探討溫泉消費者對於自身覺察健康狀況、溫泉態度、溫泉體驗及芳香療法是否有差異，藉此研究溫泉消費者自覺健康對於溫泉體驗結合芳香療法之關聯性，進而有助於推廣兩者加乘的效益。採用立意抽樣方式研究以問卷方式進行，其對象為20歲以上有過溫泉體驗的人，共收取有效問卷681份，資料以SPSS 19.0進行資料處理。分析研究結果顯示，消費者對於自覺健康、溫泉態度、溫泉體驗、芳香療法態度有差異。消費者對自覺健康與溫泉態度有正向影響。消費者對溫泉態度與溫泉體驗，及與芳香療法態度之關聯性研究。研究結果，消費者對溫泉態度對芳香療法態度有正向影響。迴歸分析中各標準化路徑係數均達顯著，表示「溫泉態度」與「芳香療法態度」有間接的因果關係，也就是說，「溫泉態度」在「溫泉體驗」中介的情況下，對「芳香療法態度」產生間接的影響。溫泉體驗對於溫泉態度及芳香療法態度具有中介效果。本研究建議，將來推廣溫泉消費活動時，可多增加消費者親身體驗，例如：體驗券等。並提供芳香療法配套供其選擇，以達雙贏。

關鍵字

溫泉體驗；芳香療法；自覺健康；意願與態度；健康促進

並列摘要

Because Taiwan has natural hot spring resources, bathing frequency and health-related quality of life has a positive correlation, inferring spa leisure activities to improve health-related quality of life trends. The main purpose of this study is to explore whether consumers have any discrepancies with their own perceived health status, hot spring attitude, hot spring experience and aromatherapy through the process of hot spring experience, so as to study the correlation between consumer conscious health and hot spring experience and aromatherapy, which in turn helps to promote the benefits of both. The study was conducted by means of questionnaires with intentional sampling. The subjects were people over 20 years old who had experienced hot springs. A total of 681 valid questionnaires were collected and processed by SPSS 19.0. Analysis results show that consumers are conscious of health, hot spring attitude, hot spring experience, aromatherapy attitude differences. Consumers have a positive effect on conscious health and attitudes toward hot springs. Consumer attitudes to hot springs and hot springs are related. Consumers' experience of hot springs is related to their aromatherapy attitude. Consumers have a positive influence on the attitudes towards hot springs towards aromatherapy attitudes. In the regression analysis, each of the standardized path coefficients reached significant significance, indicating that there is an indirect causal relationship between ＂hot-spring attitude＂ and ＂aromatherapy attitude＂, that is, ＂hot-spring attitude＂ have an indirect impact. The hot-spring experience has an intermediary effect on the attitude of hot-spring and aromatherapy. This study suggests that in the future promotion of hot spring consumption activities, consumers may experience more personal experiences such as experience vouchers and the like. And provide aromatherapy package for their choice, in order to achieve a win-win situation.