The marketing research on the potential factors for development of leisure industry – the case study of hot spring areas in Nantou county, Taiwan

Abstract

This research was carried out in-depth discussions between hot springs in Nantou and local characteristics. The study ideas were collected from the literature previously. The research adopted Likert’s five-point rating scale, with one point representing extremely not respectable and five points representing very respectable. The survey included four dimensions: the respectable degree to the environment and quality of the hot spring in Nantou, the recognition of local culture feature to the hot spring and relevant things, the respectable degree to the information resource of recreation places in Nantou, and the respectable degree to the attraction of feature marketing by Recreation places in Nantou. The survey adopted the personal field interview survey method. First, draw five counties or towns among thirteen counties or towns by the simple random sampling. Next, use questionnaire survey on drawn counties or towns by proportional sampling. Altogether 700 questionnaires were sent out. This research has some findings. On the hot spring aspect, the tourists were more respect for the quality of the water, clean environments, good services and reasonable prices. The tourist gathered information came from two sources. First, information came from their friends, television, and magazines. Second, information came from the Internet, government tourist units, and Travel & Tourism books. This study obtained information that the tourists prefer mouth-to-mouth information rather than the advertisement from the travel agency.