碩士 / 佛光大學 / 管理學系 / 99 / As the demands of leisure activities, both in quality and quantity, are increasing, the industry of hot springs recreation nowadays is blooming. The development of related issues then has begun to draw a lot of attentions.
The tourism market is a highly customer-led market. In order to gain more profits and become more competitive, the executives have to understand the customers’ needs and make them satisfied. This research then aims to explore the potential value of the hot springs recreation in terms of satisfying the customers. In approaching this research, the means-end chain was applied at the first phase. 31 tourists were selected by using proposed sampling and interviewed by soft laddering method. The interviewees were all picked up at Jiaosi Hot Spring Recreation Area. The hierarchical value map (HVM) was also drawn by the contents of the interviewing for evaluating the factors of attribute-consequence-values. At the second phase, the method of conjoint analysis was adopted to find out the customer’s interests and part-worth utility. Finally, the tourism value for the tourists to make decision and choice were tested and discussed.
It was found in this research that the best combinations for hot spring tour were: good hot spring water, more recreational facilities in hotel, driving a car, cheaper price, fine scenery, and more attractions nearby. Moreover, from the tourists’ experiences, there were some relationship and differences among the factors of attribute-consequence-values. The findings and conclusions could contribute to the hot spring tourism development plan and also to the success of operators in the industry.
| Identifer | oai:union.ndltd.org:TW/099FGU05583004 |
| Date | January 2011 |
| Creators | 矯政本 |
| Contributors | 蔡明達 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 91 |
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