探討消費者之健康促進概念影響購買保健旅遊意願之關聯性研究——以來台陸客為例

A Study of Relationships Analysis between Health Promotion Concept, and Purchase Intention for Health Tourism - An Example of Tourists from Mainland China

保健旅遊日漸成為各國發展觀光與提升經濟之新趨勢，同時也為全球旅行業者帶來了新的商機與挑戰。本研究以量化實證分析，探討來台陸客對於健康促進概念、保健旅遊動機、保健旅遊產品內容，三者變項影響來台陸客購買保健旅遊意願之關聯性研究。本研究採用問卷調查法進行問卷資料蒐集，共計回收306份有效問卷，以SPSS 20.0視窗版進行路徑分析。研究結果證實，四變項間皆有顯著之關聯性，健康促進概念、保健旅遊動機、保健旅遊產品內容，對保健旅遊意願具有正向顯著性之影響，其中保健旅遊產品內容對於來台陸客購買保健旅遊購買意願影響最為顯著；同時對於健康促進概念與保健旅遊購買意願具有仲介影響效果。根據本研究發現與結論之建議，對於推動保健旅遊官方單位與研究學者，提供未來政策與學術研究參考；而對於旅行業者、相關保健旅遊提供之機構提供應用性實務之參考與建議。 This study applied the questionnaire survey for the empirical research based on the path analysis. The valid returned 306-sampling was used to analyze as the statistical results to investigate the relationships among health promotion concept of Chinese tourists, motives of Chinese tourists for health tourism, the cognition of Chinese tourists toward the content of health tourism product, and purchasing intention of Chinese tourists for health tourism. By using the methodology of multiple regression analysis and path analysis, research results showed that four variables were significant correlated, and three dependent variables (DV) had significantly positive influences on purchasing intention of Chinese tourists for health tourism. Among three DV, the content of health tourism product had the highest impact shown on customers, purchasing intention, and with mediated effect to health promotion concept and purchasing intention at the same time. The research results can be used for the reference for the research and practice in association with health tourism and the related.