Hot Springs Tourists’ Health Value, Attitude toward Healthfulness, Willingness to Pay and Behavioral Intention: The Case of Beitou Hot Spring Destination

• Main Authors: YunJui,Tsai, 蔡昀叡
• Other Authors: 林宗賢
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/3gvt7d

碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 104 === In recent years, with the popularity of domestic tourism and health-preservation, people who have become health-conscious are expecting to improve health by traveling. As most hot springs are closed to mountains and rivers with rich natural landscapes, Beitou Hot Spring, as the earliest one in Taiwan hot springs industry, is enriched with beautiful scenery as well as rich humanity historical background. As hot spring tourism abroad has kept growing for years, Europe and America, Japan and other countries all count spring as an integration of health-preservation and rehabilitation. So the study will explore the relationships between hot spring tourists’ health value, attitude toward healthfulness, willingness to pay and behavioral intention. With reference to measurement questions on health value, attitude toward healthfulness, willingness to pay and behavior intention collected by relevant literature, this study made questionnaires for Beitou tourists’ in convenience sampling, then 490 valid questionnaires were collected to analyze by SPSS and LISREL analysis system. The results show that tourists’ attach much importance to health value and attitude toward healthfulness, between which there is a linear relationship; there is no linear relationship between health value and behavior intention, for hot spring bath may be an added value to tourism; there is no linear relationship between health value and willingness to pay, for hot spring bath is not only a health factor, but also a casual experience; there is a linear relationship between attitude toward healthfulness and behavior intention, for curative effect of hot spring would attract tourists’ to revisit and recommend others to visit; there is no linear relationship between attitude toward healthfulness and willingness to pay, for tourists’ willingness to pay may be related to the situation feeling but not just for physical health; there is linear relationship between willingness to pay and behavior intention, for curative effect of hot spring approved by tourists’ would attract them to pay money, re-visit or recommend others to visit. Based on the above results, the present study suggests no matter public or private sectors would better promote Beitou Hot Spring by introducing more about curative effects of hot spring, providing packages or monthly/season ticket for tourists’, and combining related industries such as humanity historical part to attract more people to visit Beitou Hot Spring.