由於台灣地區特殊地理環境特性，使台灣擁有多處天然及人工開發之溫泉資源，這些溫泉散佈在台灣的溪谷、山野及都會區各處，溫泉沐浴功能及自然風景之休閒文化，形成具特色的溫泉旅遊；台灣地區服務業產值已佔GDP大部分，由2000年開始，連外資投入台灣之服務業也已超過製造業，台灣地區服務業尤其觀光產業日益重要；政府對於溫泉休閒的重視及民眾的需求趨勢，使得溫泉遊憩的商機也大量增加。面對此一廣大溫泉旅遊商機的市場，相關業者對溫泉旅遊消費者的特性應有相當程度的瞭解研究，尤其是應瞭解消費者之遊憩偏好及其決策，制定能創造市場優勢行銷策略，設計符合溫泉旅遊消費者需求產品，進而提昇產業規模。 本研究根據消費者行為理論、決策風格理論與旅遊相關之文獻建立研究架構，並以問卷方式對北部宜蘭地區礁溪、蘇澳及台北烏來、北投、及陽明山溫泉遊憩之遊客進行問卷研究，首先針對消費者之偏好與價值觀進行分析，以瞭解消費者特性，並對消費者進行決策風格分析及其對溫泉旅遊決策之影響，探討消費者特性對於遊憩決策行為，最後分別就整體與各區隔市場提出市場行銷策略建議。 Owing to her special geological and environmental characteristics, Taiwan is in possession of many natural and developed hot spring resources. These hot springs are scattered in the wild, in valleys, and around urban areas. The therapeutic function of hot springs and the surrounding scenic nature allows the formation of a special culture of leisure tourism.
The service industry in Taiwan contributes to a major share of GDP. Since 2000 foreign investment in the service industry has superseded the manufacture industry. As tourism has become ever more important, the government has shown more interest and the public has more demand in hot spring tourism. The business opportunities have grown steadily.Facing this expanding market in hot spring tourism, the service providers need to understand and study the consumer behavior in leisure and their decision making process so as to generate a winning strategy and design products that fit the needs of tourists to hot spring areas, hence promoting the industry.
This study is based on the theory of consumer behavior, the theory of decision making and relevant tourism documents to establish a framework of study. Questionaires are distributed to tourists to hot springs in northern Taiwan. To understand the nature of consumers we first analyze their preferences and value judgements. We then analyze their decision making pattern and the impact on the hot spring tourism. In addition we study the relation between consumer groups and factors influencing their consumption behavior. Finally we make suggestions on promotional strategies to the overall and regional markets.
