Exploration of the Critical Factors of Spa Tourism in Taiwan
摘要：
The abundant natural resources in Taiwan enable the development of the tourism industry flourish; hot spring resource not only provides visitors taking a bath, but also becomes an exclusive tour spot. In the recent experiential tendency,travelers are more willing to consume the hot spring in a resort hotel and enjoy the beautiful and pleasant scenery at the same time. Therefore, the research designed the spa tourism for travelers to make their dreams come true and explored the relationships among these critical factors - experiential marketing, experiential value, satisfaction, and behavioral intention.Three hundred and twelve respondents in Tainan were randomly surveyed to gather data in the Guanzihling Hot Spring Scenic Area, Tainan City, Taiwan. The findings showed that experiential marketing have very significantly positive influence on behavioral intension, experiential value, satisfaction because the tourism of Guanzihling Hot Spring Scenic Area provides good itinerary planning, beautiful scenery, relaxing atmosphere, and luxury spa hotel for accommodation. Moreover, it displayed that the degree of satisfaction and behavioral intension are in pace with travelers’ perception of experiential value. Finally,applying personal information to measure these variables, it revealed that spa tourism is a popular leisure activity for Taiwanese people. People who live more closely Guanzihling Hot Spring Scenic Area would be willing to do this spa tourism more frequently. Moreover, prime people (age 41-55) with characteristics of business job, higher annual income, and married people have stronger feeling of experiential marketing and value to spa tourism. Therefore, tourism industry should design a VIP itinerary, including luxury hotel, pretty or magnificent scenery, and gourmet food to upgrade or improve their satisfactory extent and ensure their revisits or recommendations.
