觀光溫泉體驗行銷、體驗價值與重遊意願之實證研究

The Relationship of Experiential Marketing%2C Experiential Value and Revisiting Willingness--An Empirical Study of Regional Hot Spring

台灣地區擁有特殊地理資源之特性，尤其是地熱形成台灣地區擁有多處天然之溫泉，而這些溫泉大多位於山谷中，形成獨特的溫泉旅遊；不僅提供民眾豐富的泡湯經驗，也成為許多遊憩區觀光旅館的主要行銷特點。在體驗經濟趨勢之下，遊客渴望的消費體驗不僅是物質本身，更尋求過程中獨一無二之體驗感受，因此近年溫泉產業的經營型態較以往更多元化。本研究旨在探討關子嶺與四重溪溫泉旅館之體驗行銷、體驗價值與顧客重遊意願三者變項的關係，希望藉由了解上述變項間的關係，提供溫泉旅館業者在經營管理上的參考依據，以利增加整體評價。\r本研究以關子嶺與四重溪體驗溫泉型遊客為對象，採用問卷調查方式，將回收資料以SPSS套裝軟體進行統計分析，針對體驗行銷、體驗價值與顧客重遊意願三者整體模式分析。本研究結果證實，體驗行銷中的感官體驗、情感體驗、思考體驗、行動體驗及關聯體驗對體驗價值中的消費者投資報酬、服務優越性、美感及趣味性皆有顯著正向的影響。體驗價值中的消費者投資報酬、服務優越性、美感及趣味性對重遊意願皆有顯著正向的影響。不同會館和不同人口統計變項在體驗行銷、體驗價值及重遊意願有顯著差異。

Taiwan has a special geographical characteristics of resources， especially geothermal formation of the Taiwan region has many natural hot springs， these hot springs are mostly located in the valley， form a unique spa tourism. Not only to provide the public with a wealth of bathing experience， but also become the main tourist hotel marketing characteristics of many recreation areas. In experience under economic trends， the consumption of tourists eager to experience not only the substance itself， seeking more unique experience feelings， the management style of the spa industry in recent years is more diversified than in the past. The purpose of this study is to explore the the marketing of the Onsen Ryokan the guanziling with Sihjhongsi experience， and experience to re-visit value and customer willingness to three variables relationship and hope that by understanding the relationship between the above variables， Spa hotelier in the operation and management reference to facilitate the increase in the overall evaluation.This current study with Guanziling and Sihjhongsi experience hot spring tourists as research subjects. That survey collected data for statistical analysis by SPSS for experiential marketing， experiential value and Revisiting Willingness.