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題 名 | 溫泉遊憩區遊客對溫泉館選擇行為之研究=A Study on the Consumers' Choice Behavior of the Site for Hot Spring Bathing |
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作 者 | 謝淑芬; | 書刊名 | 旅遊管理研究 |
卷 期 | 7:2 2007.12[民96.12] |
頁 次 | 頁165-186 |
分類號 | 992.014 |
關鍵詞 | 溫泉旅館; 選擇行為; 多項式羅吉斯; Hot spring hotel; Choice behavior; Multinomial logit model; MNLM; |
語 文 | 中文(Chinese) |
中文摘要 | 鑒於泡湯已成為國人極為普遍的休閒活動,業者競相投入發展溫泉產業,溫泉的經營型態大體上已由純供應泡湯服務,發展至附設餐飲、住宿與spa等相關設施,溫泉旅館亦面臨不同型態溫泉經營者的競爭。本研究除探討泡湯客之人口統計變數、遊憩行為、泡湯環境重視度與不同溫泉館型態選擇的相關性;並建立一泡湯遊客溫泉館型態選擇之預測模式。本研究之溫泉館型態區分為溫泉旅館、溫泉會館與簡易湯屋,研究樣本為北投溫泉遊憩區398名泡湯遊客,並以因素分析、Cramer's V檢定、區別分析與多項式羅吉斯等統計方法進行分析。研究結果發現:1.泡湯遊客選擇泡湯場所時最重視的環境因素前三名為:溫泉水質安全性、服務人員之態度與效率、泡湯場所之清潔與衛生。2.溫泉旅館與溫泉會館的泡湯遊客同質性較高;3.溫泉旅館與簡易湯屋的市場區隔明顯。研究結果有助於溫泉旅館經營者擬定更有效率的市場區隔策略。 |
英文摘要 | Since hot spring bathing ahs become an all-pervasive leisure activity, hot spring enterprises have invested heavily in the hot spring business. In particular, the development of the hot spring business ahs extended the traditional operation of its mere hot-spring soaking service to include catering, lodging, and spa facilities. In addition, hot spring hotels are facing competition from hot spring businesses that have a different operation pattern. This study divides the operation of hot spring businesses into three kinds of patterns: hot spring bath houses, spa spring resorts, and hot spring hotels. This research was conducted through the assessment of questionnaires--with regard to the importance attached by tourists to the hot spring environment, and recreational behavior--collected from 398 tourists in a hot-spring recreational area. The results were analyzed by way of factor analysis, Cramer's V statistic, discriminant analysis, and multinomial logistic analysis. The author tried to explore the relationship between characteristics of demographic variables, hot spring environmental importance, recreational behaviors, and choice of place for hot spring vacations, in an attempt to construct a prediction model of tourists' choice for places for hot spring vacations. The results are described as follows: (1) the most important factors for tourists in order of importance are "high quality hot spring water," "service attitude of the staff members," and "clean and sanitary hot spring sites"; (2) people who frequent hot spring hotels and spa spring resorts won the relative homogeneous characteristics; and (3) there are obvious market districts with regard to hot spring hotels and hot spring bath houses. Finally, this research is carried out in the hope that it will help facilitate hot-spring enterprises' formulation of concrete and effective market segmentation strategies. |
本系統中英文摘要資訊取自各篇刊載內容。