| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 105 === The medical hotel is a new type of hotel. Therefore, based on the perspectives of behavioral reasoning theory, this study aims to explore the relationship between health value, the reasons for which possible consumers of medical hotels are willing (or unwilling) to stay in medical hotels, the reasons influencing their attitudes, subjective norms and the perceived behavior controls of their overall motives, and behavior intentions. Respondents were convenience sampled from amongst customers of medical beauty and health examination clinics/hospitals and wellness hotels, those who we deemed to be potential customers of medical hotels. A total of 301 valid samples were collected. To verify the hypothesis, results were analyzed using descriptive statistical analysis, reliability and validity analysis, correlation analysis, and regression analysis. The results show that consumers’ health value have an impact on reasons, reasons for there being a willingness to stay in a medical hotel have a positive impact on the overall motives, whereas the reasons for there being an unwillingness to stay in a medical hotel have a negative impact on the overall motives for potential consumers of medical hotels. In addition, the overall motives for staying in a medical hotel have a positive impact on the behavioral intentions. Hopefully, the results can provide a reference for the hotel industry on market segmentation and marketing strategy.
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