|摘要: ||隨著休閒產業的全球化、多樣化和健康休閒導向化，單一服務功能的產業已漸漸無法滿足人們。根據世界衛生組織21世紀人類健康的新策略之「健康促進」觀念，Pilzer 進一步指出，健康產業將從現今疾病產業中脫穎而出，成為新時代潮流，此時以身、心、靈之自癒療法為核心的spa產業，將因而受惠快速成長。溫泉是台灣發展蓬勃且獲利豐厚的新興spa產業，現今台灣溫泉產業正面對國際化的挑戰，而消費人口群之消費動機和健康服務意象將直接影響台灣溫泉產業的發展潮流。
The trends of leisure and recreation are toward globalization, diversity and healthy services. The “Health Promotion” concept is a new strategy of the World Health Organization in 21st century for human health. Pilzer indicated that the health industry will become a new trend and the spa center will get more benefit and rapid growth. The hot spring is a very precious resource in Taiwan. However, the hot spring still developed as tourist and leisure but lack of the related research about spa with health promotion in Taiwan. The research was focus on the globalized impact factors about the motivation and the health image to know the relationship between health services and motivation of hot spring customers.
In this study, we were assuming that Taiwan's hot springs consumer’s motivation and health image play an important influence role of the development trend of Taiwan's hot spring industry in the 21st century. We were also focus the field on the hot springs industry how to combine the health services and practices to creative a new health service strategy. The study used quantitative research questionnaires. The main research area of this study was in the Gu-Guan, Guanziling Creek and Chih-Pen hot spring areas. The questionnaire dimensions were included in the concepts of health promotion, the concepts of complementary therapy, spa tour motivations, the concepts of spa health promotion and spa health services. The total valid questionnaires are 500 customers; the valid rate was 83%.
The respondents of this study have shown, men were slightly more than women, mostly were unmarried, 21 - to 40-year-old students and the average monthly income below NT$ 20,000 were major groups. In terms of the concepts of health promotion, the field of personal health conditions, the personal recognition of "I feel that my mental health is good" was the highest degree, followed by "now I am in good spirits", but the "physical condition" was agree to the lowest, following in the field of personal body, mind and spiritual health conditions, the degree of "listen to music" was the highest , followed by "watching TV or movies", but the "participate in religious activities" was the lowest. In terms of the concepts of complementary therapy, the degree of "underwater exercise" was the highest, followed by "massage or treat pain by massage", but the "energy therapy" was the lowest. In terms of the concepts of spa tour motivations, the field of recreation, the personal recognition of “liesure fun" was the highest degree, followed by "immersion in nature", but the "enjoy the fashion trends" was agree to the lowest, following in the field of spa health promotion, the degree of "improve the fatigue and restore physical" was the highest, followed by "relieve emotional stress ", but the "rehabilitation or health care" was the lowest. In terms of spa health services, the degree of " massage " was the highest, followed by " health food ", but the " cosmetic medicine " was the lowest.
In addition, the differences between the socio-economic backgrounds, the results have shown that men on health conscious were high more than women; married on the "health conscious" and "physical & mental health", "recreational concepts" three image were high more than the unmarried, but the concept of "complementary therapy", it was higher unmarried. Age differences in the findings have shown that the 61 years old on health conscious were high more than 21-40 years old and 40-60 years old people, but the concept of "complementary therapy", the 21-40 years old and 40-60 years people were higher under 20 years old. Occupations different were significant shown on the concepts of "complementary therapy", "recreational concepts", "health promotion" and "spa health promotion". Income different were significant shown on the concepts of "health conscious" and "physical and spiritual health, the concept of "complementary therapy", "health promotion", "spa health promotion" and "health service".
Finally, the study was further compared the relationship between the different dimensions. The results have shown that between the "health promotion" and "hot spring health promotion" mostly significant, followed by "recreational concepts" and "health promotion". Regression compared with the "immersion experience" and "location of hot spring areas", the results significant were finding only between the "immersion experience" and "complementry therapy", but the other dimensions were no significant relationship.
Overall, in study has conclusion that consumers' socio-economic backgrounds and hot spring industries providing health services are positive relative with consumers’ motivation and health image. The research results can provide a reference of the competent authorities to develop the industrial development policy, combined with a reference to practices of health service so that up to enhance the goal of international competitiveness. Comprehensive the results have shown that the spa with health services will be a key factor of hot spring industrial trends in Taiwan.