| Summary: | 碩士 === 真理大學 === 休閒遊憩事業學系碩士班 === 100 === Most studies on domestic hot springs B&Bs focus on either investigating the relationship of service quality, recreational environment, and tourists’ characteristic currently, or introducing geology of hot springs resources and characteristics of water quality. Rare research is on incorporating travel image and hot springs B&Bs, and analyzing the inflence of travel image on tour expenditure, satisfaction, as well as behavior intention for tourists of hot springs B&Bs. This study takes the tourists of Jui-sui Hot Springs Hotel Hualien as the object, and adopts a questionnaire survey method to analyze their behaviors. We use SPSS 17.0 software for statistical analysis, by which we adopt Reliability Analysis, Descriptive Statistical Analysis, t-test, Canonical Analysis, One-way ANOVA, Path Analysis, and IPA, to investigate the corelation between travel image of Jui-sui Hot Springs Hotel Hualien, tourists’ satisfaction, value, and behavioral intention, and tour expenditure. On the aspect of travel image, the identification with “residents’ friendly attitude” and “feeling of relaxation” of the Jui-sui hot springs area is the highest. On the value aspect, “clean water quality” has the most value of tourists’ service of quality, while “parking space” has the least. On the aspect of tourists’ satisfaction, tourists have the most satisfaction with “bathing security” and the least satisfaction with “road sign”. In addition, the empirical results show that the B&Bs themselves and their surrounding facilities would influence not only tourists’ value and satisfaction, but also tourists’ revisit intention, residence time, and total expenditure. Tourists’ first impression on their first stay or hot-spring bath would influence revisit intention. This study puts forth main suggestions as follows: (1) Because most of the B&Bs in the Jui-sui hot springs area are located next to the roadside, tourists may get disturbed when there are more sightseeing buses and visitors, and therefore, we suggest that guest rooms and springs houses should be built far away from roads by a certain distance to promote the quality of accomodation. (2) The operators of hot springs B&Bs should provide the shuttle bus service to drive tourists between station and hotel; cycleways should be sparated from motorways to ensure the security and comfortability of cycleways, to promote the quality of tourists’ watching scenery when cycling. (3) The operators should put online the related pictures of accomodation contents and rooms, those of springs houses or public pools, or those of recommended hotels, B&Bs, and springs houses, so that the tourist who visits the B&B for the first time can be treated more relieved and more relaxted. (4) The operators should integrate network information with booking system, so that the tourists can not only book accommodation quickly but also acquire the information of local areas quickly.
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