| Summary: | 碩士 === 嘉南藥理科技大學 === 觀光事業管理系暨溫泉產業研究所 === 101 === Since the adoption of the Hot Spring Act in 2003, hot spring activities have become one of the most important items among the leisure tourism plans of the people in Taiwan. It is estimated that the number of tourists in hot spring areas has reached 20 million people before the end of 2012, the total output value of the industry is estimated to reach NT$58 billion in 2013.
The purposes of this research applied Analytical Hierarchy Process（AHP）to establish the evaluation index for experiential marketing for consumers and identify the respective importance and weight relationship of each factor.Based on analyses of genders, ages, incomes, the empirical analysis found that, “the hot springs facilities” is the most important aspect for consumers, secondly for "hot springs culture", "the hot springs bath" and "hot springs environment" while "hot springs landscape"is paid less attention to. The most emphasized principles of each aspect are “service facilities”, “the health”, “the location of taking a bath” “the nature ecoenvironment” and “color, smell”. And each factor most the standard of value is for"service facilities", "the health" and"take a bath a location", "the natural ecoenvironment" and"sense of color, taste, smell and touch". The findings can help to produce products which meet the needs of hot spring area environments and tourists to reach the goal of sustainable development.
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