A Study of Visitors? Willingness of Revisit to the Hot Spring Area of Central Taiwan

[[abstract]]Since days off on weekends was brought into force, the standard of living has constantly been elevated, the scale of the Taiwanese taking up tourism has been quite enlarged too, it also has gradually become the fashion of the time. Whenever weekends or holidays arrive, each and every scenic spot and tourist resort is filled with visitors, with streams of people crowding all over. Taiwan possesses a rich natural resource of hot spring, the distribution of hot spring is concentrated in the mountain valleys, when tourists enjoy the hot spring they can also appreciate the fine views of nature at the same time. Developing the tourism of hot spring has become the challenge to be dealt with by the government and those who run the business. The tourists gradually increase the degree of leisure time and travel with regard to their quality that they stress; how to attract the attention of tourists, to understand the nature that they emphasize and the feelings after they experience it, and to find the relation of the property of tourists, of the degree of their satisfaction, of the degree of fidelity, and of the willingness of revisiting is a must to enhance the degree of their fidelity and the willingness of revisiting. 251 questionnaires from central Taiwan were used in this syudy. The study methods are exploratory factor analysis, one-way ANOVA, Chi-square test,independent samples t-test, and pearson?s correlation.The findings were as follows: 1.Among 251 tourists interviewed, 40 of them do not want to come back to visit again. There are reasons for that. 14 out of 40 tourists expressing no intention of coming back think that entire scenery is not attractive enough. It accounts for 35 per cent of total sampling. Another group of 13 tourists do not want to visit again because of poor designed surrounding facilities. It accounts for 32.5 per cent. Other 6 tourists, 15 per cent of total sampling, think that inconvenient transportation is the reason why they have no intention of visiting again. 2.Tourist?s satisfaction is apparently different among travel forms, residence distributions, and average monthly income of a household. 3.Gender, travel forms, and transportations make a clear difference to tourist?s loyalty. 4.Occupations, transport means, and willingness of revisiting are evidently different. 5.Both tourist?s satisfaction and loyalty are positively related to a medium degree, and the relationship between them reaches certain level of creditability. 6.Behavioral loyalty and attitudinal loyalty are obviously differentiate from willingness of revisiting. 7.Hotel standards, spa quality, access to nature, transport convenience, media accessibility, and environmental impression are six factors, which obviously differentiate from willingness of revisiting