旅遊消費者溫泉泡湯型態與偏好之研究

A Study of Consumer's Bathing Patterns and Travel Preferences of Hot Spring

近年來，隨著國民所得的提高及休閒需求的增加，泡湯已成為現代人緩解壓力、放鬆身心的一種休閒方式。臺灣溫泉泉質豐富且各有特色，例如陽明山地區為地熱蒸氣與溪水混合而成的硫磺溫泉、關子嶺的泥漿溫泉、綠島海底溫泉、冷泉，經多年規劃與開發，溫泉觀光資源已發展成臺灣觀光特色之一。本研究旨在旅遊消費者於溫泉泡湯型態偏好之探討，研究模式透過問卷調查進行，以瞭解旅遊消費者溫泉泡湯經驗值、及泡湯型態偏好變項。實證結果：受訪消費者皆達9成以上曾體驗過「溫泉泡脚池、溫泉大眾池」、「溫泉套房、獨立湯屋」的泡湯型態；溫泉泡湯行程平均旅遊天數，以二天一夜或當天來回佔有83.1%，顯示溫泉旅遊是臺灣民眾常見的輕旅行。於泡湯型態偏好調查，以「溫泉套房、獨立湯屋」認同度最高，顯示調查樣本特別注重泡湯個人隱私、安全感、享受家人或伙伴私密互動等特性。但擁有泉質原汁原味、親近大自然、探險特性的野溪溫泉型態，相對認同度較低，且此一型態於男性、未婚旅遊消費者則呈現較高的認同度。研究建議，政府相關單位應加強宣導溫泉標章，讓業者樂於擁有溫泉標章來保障泡湯民眾的權益，並透過宣導，讓民眾更放心規劃泡湯之旅。於國內溫泉業者方面，應參考消費者基本泡湯經驗的調查結果，以擬定相關行銷策略，提高消費者旅遊與泡湯意願。

In recent years, with the national GDP increase, then people’s leisure demands also is growing with time; therefore, hot spring bathing has become a popular leisure activity for modern people to relieve stress and relax. Especially, Taiwan's hot springs have rich varieties and each of them has their own feature, such as the sulfur hot springs mixed with geothermal steam and stream in the Yangmingshan area, the mud hot springs in Guanziling, the undersea hot springs and cold springs in Green Island thru many years of planning and development, now the hot spring tourism resources have developed into one of Taiwan tourism’s specific feature. The purpose of this study is to explore the preferences of tourist consumers in bathing hot springs, and the research framework conducted a series of questionnaire survey to understand the empiric value of hot spring bathing and the variations of preferred hot spring bathing patterns for tourist consumers. Empirical results: More than 90% of the surveyed consumers have experienced the hot spring foot-soaking pool, public open-air hot spring pool, hot spring suite, and private bath. From average days per hot spring trip, the most popular type is the two days and one night, which contributed around 83.1% tourist consumers, indicating that hot spring tourism is a common light travel for Taiwanese. In the survey of hot spring preferred types are hot spring suites and private bath had the highest acceptance, which indicated this flocked of people want to ensure personal privacy and security being protect totally, then they can enjoy the private interaction with family members or partners. However, the open-air hot spring has the original flavor and good watery quality features, moreover, it is close to nature, and provides exploring adventure features has a low acceptance for the population, but it has attractive for masculine and unmarried consumers. This study recommends that the government related agencies should strengthen the promotion of hot spring business operating license of high quality, so that the hot spring providers are happy to have this license to prove their quality service to their customer and also maintains customer’s rights, furthermore, government shall publicize the license to consumers, therefore, consumer can plan their hot spring trip confidently. For domestic hot spring owners, they should refer to the survey results of consumers' basic bathing experience to make relevant marketing strategies to increase consumers' willingness on taking travel and hot spring.