臺灣地處環太平洋地震帶，位置得天獨厚，溫泉資源遍布全臺，除了雲林縣、彰化縣及澎湖縣外，臺灣本島中，幾乎每一縣市都有溫泉，目前溫泉區將近一百多處，堪稱溫泉王國。近年COVID-19(新型冠狀病毒)疫情肆虐全球，國人亦因疫情減少泡湯，但少有研究探討，因此，本研究希望探討臺灣溫泉產業在COVID-19(新型冠狀病毒)疫情時代，應如何制定行銷策略，以期在疫情過後能再創溫泉產業榮景。本研究是以問卷方式對18至82歲曾泡過溫泉的受訪者進行問卷調查，透過社群媒體進行線上問卷調查，另邀請泡湯結識的湯友協助填寫紙本問卷，問卷題數共34題，總計發放紙本問卷212份、Google線上問卷63份，共計發出275份問卷，有效回收272份，回收率98.91%。本研究結果顯示，社群媒體對行銷績效及幸福指數有顯著影響；溫泉基礎設施對行銷績效及幸福指數有顯著影響；幸福指數對行銷績效有顯著影響；而溫泉基礎設施結合COVID-19(新型冠狀病毒)對行銷績效有顯著影響；幸福指數結合COVID-19(新型冠狀病毒)對行銷績效有顯著影響。 Taiwan is located in the Pacific Rim seismic zone, with a unique location and hot spring resources all over Taiwan. Except for Yunlin County, Changhua County and Penghu County, almost every county and city in Taiwan has hot springs. Currently, there are nearly 100 hot spring areas. , called the hot spring kingdom. In recent years, the COVID-19 epidemic has ravaged the world, and the Chinese people have also reduced their exposure to the epidemic, but there is little research and discussion. Therefore, this study hopes to explore how Taiwan's hot spring industry should formulate marketing strategies in the era of the COVID-19 epidemic, in order to create a new market after the epidemic. The hot spring industry is booming.In this study, a questionnaire survey was conducted among respondents aged 18 to 82 who had been in hot springs. An online survey was conducted through social media, and Tang friends who were acquainted with hot springs were also invited to assist in filling out the paper questionnaire. There were 34 questions in total. A total of 212 paper questionnaires and 63 Google online questionnaires were issued. A total of 275 questionnaires were issued, and 272 were effectively recovered, with a recovery rate of 98.91%.The results of this study show that social media has a significant impact on marketing performance and happiness index; spa infrastructure has a significant impact on marketing performance and happiness index; happiness index has a significant impact on marketing performance; and spa infrastructure combined with COVID-19 has a significant impact on marketing Performance has a significant impact; happiness index combined with COVID-19 has a significant impact on marketing performance.
