本研究主要目的在瞭解關仔嶺溫泉旅館遊客在消費行為上之情形為何。本研究以關仔嶺溫泉旅館遊客為研究對象，研究期間為民國100年4月25日至5月15日，以隨機抽樣方式進行問卷調查，共發出120份問卷，回收120份，剔除填答不全之無效問卷6份後，有效問卷共有114份，問卷回收率為95%。資料回收後以描述性統計、卡方檢定、複選題交叉表分析等統計方式進行資料處理與分析，獲得結果分述如下：
一、關子嶺溫泉旅館遊客之消費型態在個人基本資料上有顯著差異存在。
二、關子嶺溫泉旅館遊客之消費動機：
(一) 到關仔嶺溫泉旅館渡假之前三大動機：「紓解生活壓力」、「體驗溫泉療效增進健康」、「享受溫泉旅館提供之設施」。
(二) 選擇關仔嶺溫泉旅館泡湯或住宿在「硬體方面」上之前三大原因：「旅館外觀或自然景觀資源的吸引」、「溫泉的品質與場所的安全衛生」、「湯屋的裝潢與營造之氣氛」。
(三) 在選擇關仔嶺溫泉旅館泡湯或住宿在「軟體方面」上之前三大原因：「價格合理，物超所值」、「交通便利，道路指標鮮明」、「為體驗泥漿溫泉而來」。
根據本研究之結論，以提供溫泉旅館相關產業及後續研究者具體之建議。 This study is to explore the current status of consumer travel behavior in hot spring hotels of Guanzihling. The findings of the study might be useful for hot spring proprietors to promote marketing strategies. The samples of this study are hot spring hotel tourists in Guanzihling, and the investigation was during April 25th to May 15th, 2011. This study used random samplings on questionnaire investigation. 120 questionnaires were distributed, with 120 returned samples. After deleting 6 invalid questionnaires, the returned rate was 95%. The data was analyzed by Descriptive statistics, Chi-square test, and Duplicate selected topic overlapping table analysis.
The results were as follows:
1.Analyzing Guanzihling hot spring tourists’ consumption patterns, the study found significant differences exited as a result of consumers’ basic personal data.
2.Consumption motivation of Guanziling hot spring visitors:
(1)Top three motives to choose Guanziling hot spring resorts: "to relieve the pressures of life", "to experience and enhance the efficacy of health spas", and “to enjoy the spa facilities in hotels".
(2)Top three reasons of the hardware aspects to choose bathing or accommodation in Guanziling hot spring hotels: "the attractions of outward appearance or natural landscape resources of hotels", "hot springs’ quality and safety and health of hotel sites”, “the decor and ambiance of bathing huts".
(3)Top three reasons of the software aspects to choose bathing or accommodation in Guanziling hot spring hotels: “reasonable price, excellent value”, “convenient transportation, clear indicators of the directions”, “to experience mud spa”.
The conclusions of this study will provide specific recommendations for hot spring hotel-related industries and follow-up researchers.
