遊客對台北都會溫泉遊憩區選擇行為之研究

Abstract

本研究利用個體選擇模式，建立遊客選擇溫泉遊憩區之模式，以了解遊客從事泡湯活動時所重視的溫泉區屬性。研究選擇位於大台北地區，擁有不同遊憩潛力的四個溫泉區作為研究對象，分別為陽明山、北投、烏來及金山萬里四個溫泉遊憩區，經由文獻回顧、現地訪查及前測，整理出十五項溫泉遊憩區屬性以供受訪者評分，並藉由詢問遊客造訪溫泉區的次數及旅行成本來建立選擇模式。利用羅吉特模式來建立遊客選擇溫泉遊憩區之選擇模式，研究結果顯示影響遊客選擇溫泉區之變項有「容易到達溫泉區」、「由溫泉區至其他景點遊玩很便利」、「能提供遠離塵囂的感覺」、「溫泉區內整體衛生環境整潔」、「泡湯價格合理」、「溫泉具有療效」、「道路指示很清楚」、「溫泉水質優良」、「公共設施完備」、「行車時間」及「總花費」，其中又以「溫泉具有療效」最為遊客所重視。

The purpose of this research is to investigate the attributes which visitors would cogitate while choosing the hot-spring recreation area. The study sites are all located in Taipei metropolitan area but have different recreation potentials. The four study sites are：Yang-ming mountain, Bei-tou, Wu-lai, and Jin-shan Wan-li hot-spring recreational area. After reviewing the literature, spot exploration and pre-test, there are fifteen attributes of hot-spring recreational area decided. The respondents were requested to grade each attribute: how many times they have been to each hot-spring recreational area and how much time and money they spend on traveling. With Logit model, the tourists choice model turns out as follows：easy to get to the hot-spring recreational area, easy to go to other recreational spot, far away from the busy routine, the sanitation of hot-spring recreational area is immaculate, the cost in hot-spring recreational area is acceptable, the hot-spring has curative effect, the road sign is clear, the hot-spring quality is good, the public facilities are complete, how much time it takes to the hot-spring recreational area and how much money it cost.