| 摘要: | 台灣溫泉產業之經營型態已明顯出現淡旺季之分。根據2013年關子嶺之觀光遊憩到訪遊客人數季節性統計結果，顯見冬季泡湯的遊客人數居冠。研究就溫泉觀光旅遊、季節休閒嗜好及溫泉區到訪的消費動機為主軸，採用量化問卷調查方式，探討關子嶺溫泉區季節性泡湯之消費意願。問卷設計之構面分為「季節休閒嗜好」、「溫泉區旅遊動機」及「季節性泡湯消費意願」，並搭配受訪者的個人背景資料，於關子嶺統茂溫泉會館內發放，發放 340 份，回收 339 份，有效回收?達81.4%。受訪者以女性(58%)略高於男性(42%)，年齡層以31-40歲者較多(25.7%)已婚者(62.7%)、教育程度普遍具大學學歷(53.6%)，職業以工商服務業者居多(46.4%)；受訪者最喜歡在冬季泡湯，有194名(70.3%)，次之為秋季57名(20.7%)；一年平均泡湯以2~4次者最高，有152名(55.1%)，次之為1次，有63名(22.8%)；一年當中到關子嶺旅遊以2~4次最高，有152名(55.1%)，次之為1次，有119名(43.1%)；實際泡湯習慣方面，以偶爾會泡湯者最多，有153名(55.4%)，次之為每次都會泡湯者，有94名(34.1%)。「季節休閒嗜好」構面之量化問卷調查，包括：「運動類型」、「戶外遊憩類型」、「社交類型」、「嗜好類型」及「視聽類型」五大類。在運動類型參與總次數為2,065人次，佔53.44%，參與者以登山167人次最多、其次為健走152人次、第三為慢跑147人次。夏季為運動類型最受歡迎之季節，佔719人次(35%)、次之為秋季514人次(25%)和春季、冬季最少為326人次(15%)；在戶外遊憩類型參與總次數為1,582次，佔52.75%，參與者以散步190人次最多、其次為踏青165人次、第三為騎單車144人次。春季為戶外遊憩類型最受歡迎之季節，佔492人次(31%)、其次為秋季464人次(29%)、夏季為364人次(23%)、冬季最少為262人次(17%)；在社交類型參與總次數為1,848次，佔62.75%，參與者以逛街201人次最多、其次為踏青165人次、第三為騎單車144人次。夏季為社交類型最受歡迎之季節，佔481人次(26.4%)、次之為冬季488人次(26%)、春季為452人次(24%)、秋季最少為427人次(23%)；在嗜好類型參與總次數為1,795次，佔60.6%，參與者以上網218人次最多、其次為書報雜誌168人次、第三為博物展86人次。春和夏季同為502人次(28%)，是嗜好類型最受歡迎之季節、次之為冬季413人次(23%)、秋季最少為378人次(21%)；在視聽類型參與總次數為1,363次，佔60.33%，參與者以看電視206人次最多、其次為看電影170人次、第三為聽音樂149人次。夏季為視聽類型最受歡迎之季節，佔416人次(31%)、次之為春天315人次(28%)、秋季最少為308人次(23%)。再者，將個人背景資料與季節參與程度，進行卡方分析結果顯示，在「不同喜歡泡湯的季節」達到顯著差?者，計有水域活動項、山域活動項、舞蹈項、聚會型活動項、閱讀項、博戲項及商品消費項；在「不同泡湯次數」達到顯著差?者，計有山域活動項、室內球賽項、養身健身項、車輛項、美容塑身項、聚會型活動項、電腦網路項、博戲項及商品消費項；在「不同旅遊次數」達到顯著差?者，計有水域活動項、山域活動項、室內球賽項、自然項、逛街購物項、聚會型活動項、閱讀項及電腦網路項；在「不同泡湯習慣」達到顯著差?者，計有水上活動項、戲水活動項、水域活動項、養身健身項、跑步項、美容塑身項、逛街購物項、博戲項及商品消費項。「溫泉區旅遊動機」構面之量化問卷調查有「休閒娛樂」及「健康促進」二項。在休閒娛樂方面，以「享受清淨自然環境」分數4.36最高、其次為「享受休閒渡假的樂趣」分數4.34、第三為「享受親朋好友歡聚的樂趣」分數4.21；在健康促進方面，以「舒緩情緒壓力」分數4.26最高、其次為「改善疲憊及恢復體能」分數4.08、第三為「減輕生活或工作的壓迫感」分數4.17。再者，將個人背景資料與不同構面意象之間進行ANOVA分析結果顯示，「個人背景資料」對於「溫泉區旅遊動機」，除?在「年齡」、「教育程度」、「泡湯季節」、「年平均泡湯次數」、「到關子嶺旅遊次數」及「泡湯習慣」項目有顯著差?外，其他項目均無顯著差?。「季節性泡湯消費意願」構面之量化問卷調查共計15題。在參與舉辦活動項目同時，有意願參與泡湯者之次數統計分析結果顯示，在觀光活動方面，對應其季節性活動項目，春季以「舉辦關子嶺與周邊景點季節性連結活動」225人次最高、夏季以「舉辦關子嶺與周邊景點季節性連結活動」137人次最高、秋季以「舉辦關子嶺與周邊景點季節性連結活動」248人次最高、冬季以「舉辦關子嶺季節性之溫泉季活動」251人次最高。在促銷方案方面，春季以「季節性舉辦關子嶺泡湯送住宿或餐卷優惠」254人次最高、夏季以「季節性舉辦關子嶺聯合周邊景點套裝行程之優惠方案」189人次最高、秋季以「特定季節到訪關子嶺泡湯，享有附加價值之優惠方案」253人次最高、冬季以「特定季節到訪關子嶺泡湯，享有附加價值之優惠方案」266人次最高。最後，研究採皮爾森(Pearson)相關分析，探討「休閒娛樂」、「健康促進」、「溫泉區旅遊動機」及「休閒參與行為」四個構面之間的相關聯性。研究結果顯示「休閒娛樂」 與「健康促進」之間的相關聯性最高、其次為「健康促進」與「溫泉區旅遊動機」、第三為「休閒娛樂」與「溫泉區旅遊動機」。本研究結論顯示「溫泉區旅遊動機與季節性泡湯意願度有正相關係」。
Taiwan hot spring industry business style has been clearly a short season of the points. According to the 2013 kuantzuling sightseeing visit the number of visitors to the seasonal statistical results and obvious winter bathing in the number of visitors ranks highest. Research on hot spring tourism, leisure season hobby and hot spring area visiting consumer motivation for the spindle by quantitative investigation method of the questionnaire, of guanziling hot spring district season bathing the consumption intention. Questionnaire design dimensions is divided into "seasonal hobby", "hot spring tourism motivation" and "seasonal bathing consumption intention", and match the respondent's personal background information, in kuantzuling Tongmao spa center issued, issuing 340, recovery of 339, effective recovery rate 81.4%.To the most favorite to more respondents to women (58%) is slightly higher than the male (42%), the age from 31 years old (25.7%) married (62.7%), education degree is generally with university degree (53.6%), professional business service industry, the majority (46.4%); respondents in winter bathing, 194 patients (70.3%), followed by autumn 57 (20.7%), average annual juice from 2 to 4 times, 152 (55.1%), the second is 1 times, 63 (22.8%); a year of guanziling tourism from 2 to 4 times the highest, 152 (55.1%), 1 times, there are 119 (43.1%); the actual bathing habits, occasionally will be wasted most, 153 (55.4%), as every time will be wasted, 94 patients (34.1%).A quantitative questionnaire survey of the "seasonal leisure habits" includes: "sport type", "outdoor recreation type", "social type", "hobby type" and "audio-visual type". The total number of sports types involved in the total number of 2065 passengers, accounting for 53.44%, the participants to climb 167 people, followed by the health of 152 people, third for jogging 147. Summer for types of exercise most welcome season, accounted for 719 (35%), the second for autumn 514 people (25%) and spring, and the least in winter for 326 people (15%); in outdoor recreation types in the total number of 1582, 52.75% accounted for participants to walk 190 people most, followed by outing 165 passengers, the three riding a bicycle to 144 passengers. Spring for outdoor recreation type most welcome season, accounting for 492 people (31%), followed by autumn 464 people (29%) and summer 364 times (23%), and the least in winter for 262 times (17%); in the type of social participation in the total number of 1848, 62.75% participants to shopping 201 people most, followed by outing 165 passengers, the three riding a bicycle to 144 passengers. Summer social types most welcome season, accounting for 481 people (26.4%), the second winter 488 people (26%) and spring, 452 people (24%), fall at least 427 passengers (23%); in a kind of hobby in the total number of 1795 times, accounting for 60.6%, the participants in the Internet 218 passengers at most, secondly for books, newspapers and magazines 168 people, and the third is museum exhibits 86 people. Spring and summer with the 502 passengers (28%), is the favorite type of the most popular season, for the winter 413 passengers (23%), the fall of at least 378 people (21%), the total number of audio-visual type in the total number of 60.33%, 206 of the participants to watch television, followed by 170 people watching the movie, third to 149 people listen to music. Summer is the most popular of the audio-visual season, accounting for 416 people (31%), followed by the spring of 315 people (28%), the fall of at least 308 people (23%).Put a background with quarter throttle participation, progress of 100 than the quality of the party analysis result display, the "pleasure broth soak the quarter," Throttle motor to display the difference in design, with a waters live action item, domain activity items, dance company, and gathered together, live action items, read items, the game items and goods the consumer items; in the "different bubble broth number of times." motor to display the difference in design, with a hill and field activities, interior ball racing entry, and nourished, fitness items, vehicle entry, beauty fitness item, gathered together, live action item, the computer network, the game items and goods the consumer items, the consumer in the different tourism number of times." motor to display the difference in design, with a waters live action item, mountain domain activity items, interior ball racing entry, the natural option, shopping options and other business, gathered together, live The other business, and read other business and computer multiplex network entry in the different bubble broth establishing." motor to display the difference in design, a water sports items, and mocked him water activities other business, water activities other business, and nourished, fitness items, running any other business, Beauty fitness option, go out on the street and the Share Option, the game company and commodity consumer item."Leisure entertainment" and "health promotion" in the "hot spring district tourism motivation". In the leisure and entertainment to "enjoy the pure natural environment scores 4.36 was the highest, followed by" enjoy the pleasure resort "fraction 4.34, the third is" enjoy family and friends gather pleasure "fraction 4.21; in health promotion, to" relieve emotional stress scores 4.26 was the highest, followed by "improve fatigue and restore physical ability scores 4.08, the third is" to reduce the living or working sense of oppression "fractional 4.17. Moreover, the personal background and different structure surface image between the ANOVA results showed that, "personal background information" regarding the "hot spring tourism motivation", except in the "age", "education" and "bathing season", "annual average bathing times," Guan Zi Ling to travel times "and" bathing habits "project has significant difference, other projects had no significant difference."Seasonal" bathing consumption intention dimensions of questionnaire survey, a total of 15 questions. In participating in the establishment of project activities at the same time, intend to participate in bathing frequency statistical analysis results show that, in tourism activities, corresponding to the seasonal activity project, spring to "hold guanziling and surrounding attractions season of connecting activities" 225 passengers high summer, to "hold guanziling and surrounding attractions season of connecting activities" 137 passengers and highest in autumn to "hold guanziling and surrounding attractions seasonal link" 248 passengers the highest, winter to "held in kuantzuling season is Spring Festival" 251 people maximum. In terms of promotion plan, the spring in seasonal held Guanzihling bathing send accommodation and meal volume discount "254 passengers high summer, to" seasonal held Guanzihling joint surrounding attractions package tour offers "189 passengers and highest in autumn in a particular season visiting Guanzihling bubble soup, enjoy the value-added incentives" 253 people was highest in winter, to "a particular season visiting Guanzihling bathing, enjoy the added value of the discount program" 266 passengers the highest.In the end, Ce Pearson (Pearson) was studied to explore the correlation between the four dimensions of "leisure entertainment", "health promotion", "hot spring tourism motivation" and "leisure participation behavior". The results of the study show that the correlation between the leisure entertainment and health promotion is the highest, followed by the "health promotion" and "the hot spring tourism motivation", the third is "recreation" and "the hot spring tourism motivation. The conclusion of the study shows that "tourism motivation and willingness of hot spring bathing season has a positive correlation. |
