台北市新北投溫泉區遊客意象、體驗與涉入關係之研究

The Relations among Tourists' Image, Experience and Involvement in New Beitou Hot Spring Areas in Taipei City

10.29429/JSLHR.201103_6(1).02

簡彩完(Tsai-Wan Chien)

商業行爲 ； 消費行爲 ； 旅遊 ； 觀光 ； 行銷 ； commercial behavior ； consumer behavior ； tourism ； sightseeing ； marketing

運動休閒餐旅研究

6卷1期（2011 / 03 / 01）

14 - 27

繁體中文

目的：本研究旨在探討台北市新北投溫泉區遊客意象、體驗與涉入程度三者關係為何，以及消費群體之人口特性。方法：以問卷調查方式進行，研究工具包含：個人基本資料、意象量表、體驗量表以及涉入量表等四部分。樣本的選取以新北投溫泉區之荷豐館溫泉渡假飯店、泉都溫泉休閒飯店、嘉賓閤溫泉飯店、京都溫泉行館、美代溫泉飯店、水美溫泉飯店、水紗蓮休閒旅館等7家業者。預計抽取樣本560人，經現場回收問卷結果，共收回512份問卷，問卷回收率爲91.4%，經問卷整理並刪除漏答之無效問卷後，共計435份，有效問卷回收率爲84.9%。結果：從樣本特性可知道新北投溫泉遊客以男性居多；個人平均支出爲1001~2000元爲最多；結伴同行者以家人、親戚最多；一年到過新北投溫泉區的次數以三次最多；交通工具以開車最多；年齡以21~30歲居多；月收入以30001~40000元最多；居住地以北部地區(48%)最多。其次，以理論建構之「新北投溫泉遊客意象、體驗與涉入模式」已達適配水準。結論：新北投溫泉遊客的涉入與體驗及意象間具有正向關係，而體驗亦與意象具有正向關係，提供相關溫泉業者參考。

Purpose: This study was to explore the relations among tourists' image, experience and involvement degree in New Beitou hot spring areas in Taipei City, as well as the demographic characteristics of the consumer group. Methods: The study was undertaken via questionnaire survey. The research instrument included the four parts: Personal Basic Information, Image Inventory, Experience Inventory, and Involvement Inventory. The samples were taken from 7 hotels in New Beitou hot spring areas-Nine Plus Spa Hot Spring Hotel, Chyuan Du Spring Resort, Jbg Hotspring Resort Hotel, Kyoto Spring Hotel, Beauty Age Spring Resort, Sweetme Hotspring Resort, and Lotus Business Hotel. The expected sample size was 560. The questionnaire copies were recovered on the scene; 512 copies were recovered, and the recovery rate was 91.4%. After the arrangement was made and the invalid questionnaire copies were deleted, 435 copies in total were valid; the recovery rate of the valid questionnaire copies was 84.9%. Results: From the characteristics of the samples, it was known that males accounted for the majority of the tourists in New Beitou hot spring areas. Most of the tourists had personal expenses of NTD 1001~2000 averagely. Their companions were family members and relatives mostly. As for the frequency of going to New Beitou hot spring areas per year, most of them went there for three times, reaching there by car. Most of them were at the age of 21~30, with personal income ranging from NTD 30, 001~40, 000, living in Northern Taiwan (48%). Secondly, the ”Model for Tourists' Image, Experience and Involvement in New Beitou Hot Spring Areas” constructed via theories reached the level of fitness. Conclusions: The tourists' involvement in New Beitou hot spring areas would positively affect experience and image, while experience would also have positive influence on image. Such results can provide reference for related hot spring proprietors.

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