Health, Wellness and Tourism: healthy tourists, healthy business ...

attention to the mature travellers studied, or the mode of spring/spa choice. It is vital to be
aware that mature traveller needs are more diverse and multifaceted than ever, and this
highlights the need for innovation to meet the demand for a variety of recreational activities.
Methodology
Study Design
The aim of research methodology was undertaken survey of mature spring/spa travellers
visiting natural springs of Taiwan. Besides, the study designed to extend the theoretical
framework for Taiwanese mature spring/spa traveller. This design was chosen because it
provides a highly accurate picture of the phenomenon under study. Questionnaire was
developed based on relevant literature review, conversations with mature spa/springtravellers,
and amendatory pilot survey. The questionnaire considered what information
would be essential related to the respondents’ needs of destination attributes in spring/spa.
Structured questions were used to gather information on natural spring/spa attributes and
socio-demographic. The sample was randomly selected from spring/spa travelers, who had an
interest in staying and visiting spring/spa destinations for particular purposes such as health,
activities, or being in a nature-based environment. The empirical evidence for the relationship
between motivation and destination choice is investigated in order to see what those factors
may mean for particular spring/spa groups, government policy reform, and market
management.
Sample
Data for this research were collected from 33 spring/spa destinations with 15 different
geology natural springs and on cold spring region in Taiwan. The data collection phase was
conducted over a period of seven months beginning in October of 2007 and finishing in April
2008. The questions on the destination attributes are based on using internal and external
forces to represent intrinsic and extrinsic factors. It contains the real reason for visit,
companions, and geographical characteristics in the health spring/spa destination. 285 mature
spring/spa travellers were invited to fill in the questionnaire at destinations after they had
visited or stayed in the spring/spa. Analysis of numerical data was followed by data entry of
200 valid responses.
Accordingly, the statistical method of analysis was summaries of the broad category of
descriptive statistics to describe mature spring/spa traveller’s characteristics related to
motivation, and how destination feature in spring/spa tourism experiences. Following the
study used exploratory factor approach as an analysis technique to explain traveller
motivations and to explore if there are differences between demographics and destination
choice. A principal component factor analysis was used to examine the importance of push
and pull motivation factors within the spring/spa travel groups; and if there were differences
in terms of destination attributes. Subsequently, the analysis proceeded to investigate if there
is a significant difference in socio-psychological characteristics and demographic variables
that influence mature spring/spa travellers’ to a certain destination. Variables consist of
demographic traits, trip purpose, characteristics of trip, and socio-psychological factors.
Factor analysis of motivation factors revealed three underlying spring/spa destination
attributes: commercial internal, commercial external, and natural & friendly service.
ANOVA analysis revealed that the main effects of age groups effect on destination choice are
significant.
The study proceeds to find whether variations in these factors have an effect on the choice of
Taiwanese mature travellers as measured in the study. The findings will point out spring/spa