| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 98 === This study explores on the consumption behaviors of hot spring tourists. The tourists of seven legal hot springs in Sz-Chung-Shi Hot Spring Area were used as research subjects. The results from the survey and statistical analysis were used to understand the characteristics of the demographical variables, leisure motivation, leisure satisfaction and purchasing behaviors to offer business operators marketing strategies to draft the necessary information. Similarly, this study wants to understand the differences of the hot spring tourists under different variables to propose useful suggestions in tourism and leisure marketing.
The results found that the tourists of Sz-Chung-Shi Hot Springs generally have a positive attitude on leisure satisfaction. Under the demographical statistics, majority of the guests are males averaging from 26~39 years old and are senior high graduates and above where college graduates occupies the majority part of the statistics. Majority of the respondents are working in the service industry and the second largest population are soldiers, government employees and teachers. Under leisure motivation, tourists visit the hot spring resorts mainly because of “family and friends”, “recuperating body, mind and health” and “leisure and relaxation”. As for leisure satisfaction, the tourists visit the hot spring resorts mainly because of “natural view and cultural experiences” and “service perception”. This study also found that the higher the level of leisure motivation, the higher the level of leisure satisfaction of the guests.
This study established the consumption characteristics of the tourists and basic data of the demographical statistics based on the understanding toward the consumption behaviors of the hot spring resort guests to provide local business people or interested investors operation and marketing references and adjustments to conform more to the demands of the consumers.
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