Revisiting Behavior for Luxury Resorts in Northern Taiwan: A Case Study of Three Hot Spring Resorts

Szu-Yum Lin ； Wan-Jiun Chen

《Business and Technology Innovation Journal》 3卷1期 (2023/06) Pp. 1-18

https://doi.org/10.29680/BTIJ.202306_3(1).0001

摘要

Repeat visitation constitutes a crucial indicator of the earnings and popularity of a tourist attraction. Revisiting behavior, which represents consumer loyalty, is a key variable in business operations. This study examined the critical elements that influence revisiting hot spring resorts. This case study investigated three hot spring resorts through on-site consumer surveys during peak tourist seasons. A total of 500 visitors were approached on-site, and 436 complete survey responses were obtained for use in this study. The values of Cronbach's α indicated satisfactory reliability. Descriptive data analysis and factor analysis were implemented to analyze the effects of consumption motivation, satisfaction, and demographic characteristics on revisiting behavior; in addition, the determinants for revisiting were estimated and examined by constructing a revisiting function, which implemented count data regression with Tobit, Poisson, and negative binomial models. The results offer several insights for business management as well as suggest policy recommendations for luxury hot spring resorts. The three selected hot spring resorts do not have significant substitute or complementary relationships due to their niche markets, and their visitors exhibit a high revisiting intention. They return to the resorts to escape from the burdens of daily life, to immerse themselves in high-quality natural amenities, and to enjoy the luxury facilities. Individuals with higher revisiting intention and income tend to have higher self-reported revisiting frequency. Consistent with geographic effects, visitors who live in proximity to the resorts tend to have a higher visiting frequency. Visitors in large travel groups and with shorter visit times also have a higher visiting frequency. The results indicate a positive relationship between the cost per visit and visiting frequency. Because expenditure levels were associated with the purchase of a variety of products, this positive association does not indicate a Veblen effect in the consumer demand for luxury travel destinations. The estimated positive slope indicated that the visitors with high expenditures have high consumption loyalty and return more often than those with lower expenditures. The results reveal varied behavior due to consumer heterogeneity; customers' behaviors were not indicative of conspicuous consumption as a method of signaling social status.

關鍵字

Hot Spring Resorts ； Motivation ； Satisfaction ； Revisit

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