近年來越來越多民眾會到溫泉旅館泡溫泉，當作周休二日的休閒娛樂活動，因此溫泉旅館也如雨後春筍般的出現，以往泡溫泉的場所都以大眾澡堂為主，而現在的消費者開始喜歡到有個人空間和隱私的溫泉旅館泡溫泉，因此消費者在面對這麼多店家選擇之下，需要更多的資訊來做為幫助他們選擇溫泉旅館的依據。 之前有關於旅遊資訊方面的研究，都是研究有關資訊蒐集的管道或是資訊蒐集的數量，而本研究是以資訊本身的內容和型式來作為研究的重點，也就是旅遊資訊本身可以分為不同的種類，每個消費者所會被吸引的資訊種類都不太一樣，這可能跟他個人的泡湯動機、渡假生活型態、對溫泉的涉入程度有很大的關係，因此本研究就是要找出泡湯動機、渡假生活型態、溫泉涉入程度此三項變數對於搜尋溫泉旅館資訊種類的影響。 本研究以實際到新北投地區溫泉旅館消費的遊客為研究對象，回收樣本共186位，之後根據泡湯動機、渡假生活型態、對溫泉的涉入程度將他們做分群，其中泡湯動機分為綜合需求形、接觸自然型、跳脫現實型；渡假生活型態分為休息放鬆和文化景觀型、創新刺激和設施豐富型、休息放鬆和享受美食型；涉入程度跟為高低涉入兩種。其中綜合需求型集群對應的渡假生活型態是創新刺激與設施豐富型集群；接觸自然型泡湯動機集群對應的渡假生活型態集群是休息放鬆與文化景觀型；跳脫現實泡湯動機集群對應的渡假生活型態集群是休息放鬆與享受美食型。低涉入程度集群對應的泡湯動機是綜合需求集群；高涉入程度集群對應的泡湯動機是接觸自然集群。 研究發現泡湯動機對於搜尋溫泉旅館的資訊種類是沒有影響的，反而個人的渡假生活型態和溫泉的涉入程度，才是影響個人偏好不同資訊種類的主要因素。研究發現功能型和創新型的資訊都很重要，不論是哪一種集群的消費者，都希望他們所蒐集到的資訊，可以幫助他們解決選擇溫泉旅館和安排溫泉旅館套裝行程的問題；而娛樂性的資訊是最不重要的資訊。而高涉入程度的消費者比低涉入消費者更渴望符號性的資訊。在不考慮功能型資訊和創新性資訊之外，休息放鬆和文化景觀型的遊客特別重視美學性和符號性的資訊；休息放鬆和享受美食的遊客特別重視美學性的資訊。創新刺激與設施豐富型渡假型態的遊客特別重視創新型 的資訊，因為對創新性資訊的重視程度跟功能性資訊一樣重要。最後發現人口統變數和個人的泡湯動機、渡假生活型態、溫泉涉入程度之間並沒有存在太大的關係。 Recently, more and more people go to spa hotel for their weekend’s recreation. Therefore, spa hotels grows up gradually. People go to public spa bathroom in old times. Now, consumer prefer spa hotels which have individual room and privacy. As a result, consumer need more information to help them choose spa hotel when they face so many ones. Many travel information research focus on information channels or amount. This research focus on content and type of information. Travel information including many types. And every consumer are attracted by different type of information. That is associated with individual motive of spa、vacation lifestyle、 involvement of spa. Therefore, this research try to find these three variables’ influence on collection of spa hotels. This research’s sample are those who go to New Batou area’s spa hotels. The total sample amount is 186. Clustering them according to their individual motive of spa、vacation lifestyle、 involvement of spa. Motive of spa can classified into mix demand type、 natural contact type、 avoid real-life type. Vacation lifestyle can classified to relax and culture type、 innovation and variety type、 relax and food type. Involvement of spa are classified into high and low two groups. Mix demand of motive type is corresponded with innovation and variety of vacation lifestyle type. Natural contact of motive type is corresponded with relax and culture vacation lifestyle type. Avoid real-life of motive type is corresponded with relax and food vacation lifestyle type. Low involvement of spa is corresponded with mix demand of motive type. High involvement of spa is corresponded with natural contact of motive type. This research finds motive of spa has no influence on searching spa hotel’s information. However, vacation lifestyle and involvement of spa actually do. Functional and innovation information are very important. No matter what kinds of consumer hope the information that they collect can help them solve the problems about spa hotels and packages. On the other hand, hedonic information is the least important one. High involvement consumers are more eager for signal information than the low ones. The tourists of relax and culture type put emphasis on aesthetic and signal information. The tourists of relax and food type put emphasis on aesthetic information. The tourists of innovation and variety type put emphasis on innovation information because the need is the same with functional information. At last, this research finds demographics variable has less relationship with individual motive of spa、vacation lifestyle and involvement of spa.
