| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 92 === As the rise of our citizens’ income and the implementation of two-day off policy, domestic leisure and tour market has expended dramatically. It appears that most people prefer visit natural sceneries and a mountain tour is among the top choice. In addition, most Taiwan’s hot-spring spots locate in mountain valleys and it has formed a very unique chain of hot-spring tour due to the existence of a very wide range of various types of hot-spring.
In recognizing the trend for demanding high quality leisure activities, this study surveyed 391 hot-spring tourists, tabulating the frequencies and compute percentage of their basic features and characteristics of consuming behaviors. After that, we extract 7 prominent benefit factors and used cluster analysis to categorize into 2 segmentations. Finally, we compared the differences of these two segmentations on all basic attributes, consumer behaviors and life styles. The results indicated that there are partial differences of these two segmentations on all measure in focus.
We propose that hot-spring hotels should improve the quality of the hot-spring water and safety and cleanness of hotel equipments. It is also important to offer products or services that are suitable for family style. Furthermore, providing fashionable hotel decorations is another way of attracting customers. It is also crucial to do the marketing through the media especially for the middle and northern part of Taiwan. Finally, cultivating consumer’s loyalty and providing good services and utilizing internet as a service tool are also crucial.
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