This study is to explore the demand of Yangmingshan Hot Springs hotels by investigating consumer motivation, satisfaction, revisiting intention and demand functions. The data of this study is collected by survey in three main hotspring hotels in the study area. 500 visitors were intercepted on site, among which 436 complete the questionnaires. The statistic methods sed in analysis in dude descriptive statistical analysis, factor analysis, reliability analysis, single factor analysis of variance and OLS demand regression by techniques of Tobit, Poisson, Negative Binomial.
The results showed that: 1. Parts of the socio-economic background factors and consumer characteristics factors have significant effect on motivation, satisfaction, and revisiting willingness. 2. Evidenced by demand function analysis, the three main hotspring hotels have no significant substitutive and complementary relationships. Revisiting intention increases the demand and family income is estimated as an insignificant factor to the demand. People live in northern Taiwan tend to have higher visiting frequency. Visitors with bigger travel group and shorter stay time tend to have higher visiting frequency. 3. The visitors come due to relaxing from every day life burdens, enjoying the high environmental quality and the excellent equipments of the hotels. The revisiting intention is high. 4. The study also observe a Veblen effect exists in the three luxury hot spring hotels in Yangmingshan. Policy implementations are also made.
