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1、溫泉旅館顧客滿意度之研究---以北投水都溫泉會(huì)館為例1233鄭殷立、郭蘭生、曾韻綺、謝心瑀摘要觀光局將1999年定為觀光溫泉年，帶動(dòng)國人前往溫泉地區(qū)進(jìn)行觀光旅遊之熱潮，使泡湯成為一種全民休閒活動(dòng)。本研究以臺(tái)北北投區(qū)的水都溫泉會(huì)館（SPASpringResort）為例，分析遊客對(duì)溫泉浴的行前期望、體驗(yàn)後滿意度及忠誠度。就遊客的行前期望而言，乾淨(jìng)與衛(wèi)生的泡湯環(huán)境及優(yōu)良的水質(zhì)等為選擇溫泉旅館最重視者；服務(wù)方面以員工的協(xié)助、禮貌及即時(shí)的服務(wù)為最。業(yè)者的整體形象則以合理的價(jià)格、良好的形象及聲譽(yù)是遊客考量的重點(diǎn)。遊客對(duì)水都溫
2、泉會(huì)館的滿意度較高者有溫泉水溫、清潔與衛(wèi)生的住宿環(huán)境、專業(yè)的服務(wù)態(tài)度、禮貌、形象及聲譽(yù)等。水都溫泉會(huì)館在遊客的行前期望與體驗(yàn)滿意度間落差較大者，如溫泉的乾淨(jìng)度、衛(wèi)生及水質(zhì)等，有待經(jīng)營者加以改善，以提高遊客的重遊意願(yuàn)。關(guān)鍵字：水療、遊客、期望、滿意度、忠誠度1立德管理學(xué)院休閒管理學(xué)系助理教授，臺(tái)南市安南區(qū)安中路5段188號(hào)Tel：06-2550828手機(jī)：0937-7521972僑光技術(shù)學(xué)院環(huán)境資源管理系教授，臺(tái)中市西區(qū)僑光路100號(hào)，Tel：04-27016855分機(jī)22523環(huán)球技術(shù)學(xué)院休閒事業(yè)管理系學(xué)生，雲(yún)林
3、縣斗六市鎮(zhèn)南路1221號(hào)，05-5370988分機(jī)44011AnInvestigationoftheCustomers’SatisfactionforSpaBusiness--ACaseStudyofPeitouSpaResortinTaipei,Taiwan1233Yin-liCheng,Lan-shengKuo,Yun-giZeng、Xin-yuXieAbstractTaiwanTourismBureauagreedonaTourismyearin1999,whichmightgivemanytourists
4、anincentivetotakeabathinspa.Hopefully,spacanbecomepopularrecreationactivitysoon.Inthissturdy,weaimtoinvestigatetheanticipation,satisfactionandloyaltyoftouriststowardthebusinessinSPASpringResortlocatedinPeitouareaofTaipei-knownforitshotspringbathformorethan60y
5、ears.Intermsoftheanticipation,touristsliketosoakinconditionsofadmirablesanitaryhotspringwater.Touristsarealsoveryfondofthehospitalityandcourtesyfromthespaowner.Ingeneral,goodmannersandexcellentreputationforfairdealinghadbeenshowntoomuchfavorbythecustomers.Tal
6、kingaboutthesatisfactionoftourists,themildspringwatertemperature,cleanaccommodations,goodattitudeinattendingtocustomersandgoodmannersaremostlywelcomed.Abigdifferencebetweentheanticipationandsatisfactionofthetouristswasfoundinthisstudy,welookforwardtoanimprove
7、mentinthecleannessofhotspringwaterandwaterqualitybytheowner.Ofcourse,admirablesatisfactioncanleadthetouriststohavegreatinterest(loyalty)inrevivinganoldspa.Keywords：Spa,Tourism,Anticipation,Satisfaction,Loyalty1AssistantProfessor,DepartmentofLeisureManagement,
8、LeaderUniversity,No.188,Sec.5,Au-ChungRd.Tainan,Taiwan.Tel:06-25508282Professor,Dept.ofEnvironmentalresourcesmanagement,theoverseasChineseInstituteofTechnology,100ChiokwangRd.,407Taichung
