安康旅遊市場之區隔：安康生活型態與安康活動偏好

The Segmentation of Wellness Tourism Market: Wellness Lifestyle and Activity Preferences for Wellness Travelers

本研究運用安康生活型態進行安康旅遊之市場區隔，以了解不同區隔遊客在人口特性與旅遊消費上的差異，並探討不同生活型態遊客對安康活動的偏好。本研究採用問卷調查法，以便利抽樣調查554名住宿於渡假旅館之遊客。再以集群分析方法將安康旅遊市場分成：「全方位安康遊客」與「潛在安康遊客」，並確立各區隔市場的遊客特徵與消費傾向。研究亦發現：安康生活型態可有效預測遊客所偏好的休閒活動類型；值得一提，安康遊客大都偏愛「綠色旅遊」活動，全方位安康遊客更自覺較佳的健康情況。本文根據研究結果提出安康旅遊產品設計與行銷管理意涵，可作為業者提供安康遊客服務需求之參考。

The study used the wellness lifestyle for tourism market segmentation to understand the differences in demographics and travel consumption of different segment markets, and investigated different lifestyles and activity preferences among wellness travelers. A survey questionnaire was adopted in this study, and the convenience sampling method was conducted to investigate 554 travelers staying in leisure hotels and resorts. Cluster analysis produced two groups: “All-round wellness travelers” and “Potential wellness travelers.” The traveler characteristics and consumption tendencies of each segment market were also reported. Results also showed that wellness lifestyles can effectively predict activity preferences among wellness travelers. It is also worth mentioning that most wellness travelers prefer “eco & adventure” activities and all-round wellness travelers perceive having good health. Based on study findings, tourism planning recommendations and management direction for the industry in providing services to meet the needs of wellness travelers are provided.