The Research of the Characteristics of Visitors in the Hot Spring Recreational Area - An Empirical Study of Peitou, Ma-tsau, Yang-Ming-Sun

• Main Authors: Zen-Her Sun, 孫仁和
• Other Authors: Shiuh-Nan Hwang
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/63513540737977119075

碩士 === 銘傳大學 === 管理科學研究所 === 87 === There are a lot of hot spring recreational area in Taiwan. Two days'' holiday for each two weeks was regulated by government in 1998. This regulation brings great benefit in hot spring travel market. This study want to research the consumer behavior and marketing strategies in hot spring travel market. The consumer behavior, lifestyle, value theory and relevant travel research are conducted as the conceptual framework of this study. This study was designed to investigate the tourists of hot spring recreational area with guestionnaire in Peitou, Ma-tsau, Yang-Ming-Sun. First, this study wants to analyze the difference of tourists on lifestyle and value. Next, the hot spring tourist was segmented by lifestyle. Finally, this study attempts to present the recommendation about marketing strategy in overall and individual segments of hot spring travel market.