原本肩負六龜觀光焦點的寶來溫泉區，於莫拉克颱風肆虐後，溫泉河水氾濫、橋樑沖毀、道路中斷，觀光客卻步，寶來溫泉產業大受衝擊，觀光人潮銳減。在政府局處等相關單位與當地業者投入大量人力與資金積極重建後，寶來地區重建現已大至完成，但由交通部觀光局旅客統計數字可看出，遊客回流的意願不如預期。筆者有鑑於遊客對休閒旅遊、住宿品質的重視度逐漸提高，政府與業者應瞭解不同背景遊客需求特性及體驗後滿意度與重遊意願情形，針對遊客在意事項改善，達到遊客量穩健成長，讓舊雨新知優先考慮選擇。本研究以前往寶來溫泉區之遊客做為調查對象，目的在了解不同背景遊客對寶來溫泉區重建後之滿意度與重遊意願之間關係。於104年2月1日至2月28日期間，以??抽樣方式進行問卷發放，共計發出問卷200份，回收191份問卷，有效問卷為185 份。本研究發現遊客年齡與風災前曾經前往寶來溫泉區次數，與滿意度有顯著相關；遊客風災前曾經前往寶來溫泉區、與風災後前往寶來溫泉區次數與重遊意願有顯著相關。「觀光便利性滿意度」、「觀光環境滿意度」、「溫泉設施滿意度」皆與重遊意願有顯著相關。根據研究結果，提出以下建議:持續申請溫泉標章，以利旅館經營、飲食衛生待加強，進階發展養身風潮、套裝行程多樣化、導覽員符合大眾需求。 Baolai hot spring areas used to be the focus of Liouguei tourism. After typhoon Morakot, the hot spring water overflowed, the bridges were destroyed, and the roads were suspended, which made the visitors stop. The tourism industry of Baolai hot spring areas were highly attacked and the number of visitors dropped sharply. The authorities concerned and the local tourism industry invested a huge amount of resources in the reconstruction. However, the number of the visitors is not as expected. Respecting the fact that visitors put much emphasis on the quality of leisure traveling and the accommodation, the government and the tourism industry should understan situation of different visitors’ demand, satisfaction and revisiting willingness. What the visitors really care about should be improved to reach the stable growth of the amount of visitors.The research participants are those visiting Baolai hot spring areas and it will focus on discussing the relationship between visitors’ satisfaction and revisiting willingness. 200 questionnaires were sent out during February 1 to 28, 2015 and the effective ones were 185. The research shows that the age and the times of visiting the original Baolai have significant connection with visitors’ satisfaction; the times of visiting the original Baolai and the destroyed one both have significant connection with visitors’ revisiting willingness. The satisfaction of tourism convenience, environment, and the hot spring facilities have significant connection with revisiting willingness. The research suggests that the authorities concerned apply for hot spring mark, improve the dietetic hygiene, develop package tour, and reform guide system.
