台灣DAY SPA產業經營的關鍵成功因素 - 政大學術集成
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(2) Day SPA. SPA Day SPA. SPA. SPA. Taiwan SPA Association. Day SPA. 立. 政 治 大. Day SPA. SPA. SPA. y er. io. sit. Day SPA. i v SPA Day. n. al. ‧. ‧ 國. 學 SPA. Nat. Day SPA. Day SPA. Ch. n engchi U. Day SPA. I. Day SPA.
(3) ………………………………………………………………………………………..I ……………………………………………………………………………………….II …………………………………………………………………………………...IV …………………………………………………………………………………….V ……………………………………………………….……………………...1 1.1. ………………………………….………….………………….1. 1.2. …………………………………….………………….……………….3. 1.3. …………………………………………………..…………….3. 1.4. …………………………………………………….……….………….3. 1.5. ………………………………………………………………..……….4. 立. 政 治 大. …………………………………………………………………….…...5. ‧ 國. 學. 2.1 SPA. ……………………………………………………………………...5. 2.2 SPA. ………………………………………………….…………………..6. ‧. Nat. 2.3.1. ……………………………………………………..….13 ………………………………………………..16. er. io. 2.3.2. y. ………………………………………..………13. sit. 2.3. n. al iv ………………………………………………..………….17. 2.3.3. Ch. 2.3.4. n U i e……………………………………….……….19 ngch. 2.3.5. ……………….…………….23. 2.3.6. ………………………….………………..23. 2.3.7. ………………………………….……………….31 ……………………………………………………….……………….33. 3.1. ……...………………………………….…………….33. 3.2. ………………………………….....……………36 ……………………………………………………..39. 4.1 4.2. …………..…………………………………………...39 AHP 4.2.1. …………………………….40 ………………………………………………………………40. II.
(4) 4.2.2 AHP. …………………………………………………...41. 4.2.2.1. ……………………………………...42. 4.2.2.2. …………………………………………...43 ……………………………………………………………………..49. 5.1. ………………………………………………….……………………49. 5.2. ………………………………………………………………………52. 5.3. …………………………………………………….…………….52 ….……………………………………………………………………………...54. ………………………………………………………………………………………57. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. III. i Un. v.
(5) 1.1. …………………………………………………………………….….4. 2.1. …………………………………23. 2.2. …………………………………………………………24. 2.3. ……………………………………………………………………29 -. 3.1 AHP. (S-C-P). ………………………………………………….30. ……………………………………………………………………37. 3.2. AHP. …………………………………………………………..37. ……………………………………………………………………38 SPA. ………………….…………………..39. 政 治 大 …………………………………………………………..50 立. 5.1 SPA. ‧. ‧ 國. 學 y. Nat. io. sit. 3.3 AHP 4.1. -. n. al. er. 2.4. Ch. engchi. IV. i Un. v.
(6) 2.1. ………………………………………………………14. 2.2. ……………………………………………………………………25. 2.3. ……………………………………………………………………26. 2.4. ……………………………………………………………27. 2.5. ……………………………………………………28. 3.1 AHP. …………………………………………………………….35. 4.1. …………………………………………………………………41. 4.2. ……………………………………………………………41. 4.3. AHP. 4.4. AHP. …………………………………………………….……….44 ……………………………………………………………46 ……………………………………………47. ‧. io. sit. y. Nat. n. al. er. 4.7. 立. 治 政 …………………………………………..43 大 學. 4.6. AHP. ‧ 國. 4.5. …………………………………………..42. Ch. engchi. V. i Un. v.
(7) 1. 1. 政 治 大. 立. ‧. ‧ 國. 學. SPA. n. al. er. io. sit. y. Nat. SPA 1990 SPA. Ch. SPA 12000. 10. i Un. Day Spa. 1960. v. i e n g c hSPA SPA. SPA. IHM. 1. 20%. 2003. SPA.
(8) SPA. SPA. SPA. 20%. SPA SPA. SPA. Day Spa SPA. SPA SPA SPA. AC. SPA. New Age. ‧. ‧ 國. 學. SPA. 立. 政 治 大. n. er. io. sit. y. Nat. aSPA l C h. SPA. engchi. SPA. i Un. v. SPA. SPA SPA SPA. Taiwan SPA Association. SPA. SPA. SPA. SPA. SPA. 2.
(9) SPA. SPA SPA. 1. 2 1. SPA. SPA. io. sit. y. Nat. SPA. ‧. ‧ 國. 學. 1. 3. 立. 政 治 大. n. al. er. 2.. SPA. Ch. engchi. 1. 4. 3. i Un. v. SPA SPA.
(10) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 1.1. 1. 5. Ch. engchi. i Un. v. SPA. SPA Day SPA. 4.
(11) 2.1 SPA SPA SPA. SPA. SPA. SPA SPA Webster Dictionary. SPA. mineral spring. a resort with mineral springs. a fashionable resort or hotel health SPA, a commercial establishment providing facilities devoted to health and fitness. 立. SPA. Par. Aqua. al. i Un. y. 2001. sit. io. SPA. )(. n. er. 2000). SPAoluSPA Par Aqua. Nat. 2000. ‧ 國. (SPAoluSPA. (. ‧. SPA. 學. 2001). 治 政 ... ( 大2001). Ch. ). e. ngch ESPA(. i. ESPA. v. SPA. (Altman 2000) SPA. SPA. SPA SPA SPA. SPA. SPA. 5.
(12) SPA. (2001). SPA. ( ) (2001). (2000). SPA. 政 治 SPA 大. SPA. 學. ‧ 國. 立. SPA. ‧. n. al. er. io. SPA. sit. y. Nat. 2.2. SPA. Ch. e n( g ,90) chi. i Un. v. :. SPA(Destination SPA) SPA(City SPA. SPA. SPA(Resort SPA). Day SPA). SPA. Beauty. Medical SPA. SPA. Vacation. Slim & Fitness SPA. Destination SPA(. SPA). Destination SPA. Resort SPA(. 6. SPA). Holiday.
(13) SPA. 10 SPA SPA. ,. SPA Resort SPA(. SPA). 19. SPA Resort SPA. Resort SPA. 立. 政 治 大 Resort SPA. ‧ 國. 學. io. y. al. n. Day SPA. SPA. sit. Hotel SPA. Nat. SPA. Resort. ‧. SPA. One Stop. er. Resort SPA. Hotel SPA. Ch. engchi. i Un. v. City SPA. City SPA SPA. Day SPA. resort SPA. hotel SPA. Day SPA. SPA resort SPA. hotel SPA. ISPA. 7. SPA.
(14) Day Spa. 78% Day SPA. Day SPA. Day SPA Day SPA. Day SPA 1. Day SPA Day SPA. 立. 2.. 政 治 大. ‧ 國. 學 (1). y. Nat. Ch. e n g c(5)h i. sit. (3). n. al. (2). er. io (4). DaySPA. ‧. ISPA(International SPA Association). Day SPA. i Un. v. (6). (7) SPA. (8) 3. Day SPA. Day SPA ( (. ). (. ). (. ). (. ). Day SPA. ASPASIA Day SPA. 8. ).
(15) SPA Day SPA Day SPA. Day SPA Day SPA. SPA. SPA. Day SPA . (. ). . (. . ). 立. 4.. 政 治 大. Day SPA. io. n. al. Day SPA Day SPA. er. Day SPA. y. Nat. Day SPA. sit. Day SPA. ‧. ‧ 國. 學. Day SPA. ni C hSPA Day U engchi. v. Home SPA Day Spa. Home SPA. SPA DIY(. SPA. SPA). Home SPA. SPA SPA. Home SPA SPA. SPA. 9. …….
(16) SPA. Home SPA. Day SPA. Day SPA Home SPA. Day SPA Day SPA SPA. (. ). Home SPA. 1.. 政 治 大. Home SPA. 立. ‧. ‧ 國. 學 sit. SPA. n. al. er. io. Home SPA. y. Nat. 2.. -. -. Ch. engchi. (. i Un. v. -. ) SPA. SPA. 3. SPA SPA. Day. 10.
(17) SPA (. ). Home SPA (1) (2) (3) (4). (. ). (5) (6) (7). SPA. 4.. 立 SPA. . ‧. ‧ 國. 學. Home SPA. sit. n. al. ZRICA(1996) 1.. er. io. ( ). y. Nat. 9. . 政 治 大. Ch. e n gSPA chi. SPA(Resort Spas) SPA. SPA. SPA 2.. SPA(Amenity Spas) SPA. SPA. SPA 3.. i Un. SPA(Destination Spas) SPA SPA. SPA. 11. v. SPA :.
(18) 4.. SPA(Other Spas) SPA. SPA(Beauty Spa). and fitness Spa). SPA(medical Spa). ISPA. Day Spa. 8. (Affiliated Member). SPA(Club Spa) ). 1.. 5 SPA. 2.. SPA(Cruise Spa) ). 0.3 SPA. SPA(Day Spa) ). 72. SPA(Destination Spa) ) SPA. io. SPA(Medical Spa) ). sit. y. Nat. 5.. 5. ‧. SPA. 學. 4.. 立. ‧ 國. SPA. 政 治 大. 3. n. al. 6.. 7.. SPA(Mineral Spa) ). Ch. i Un. SPA. engchi. v. 1.4. SPA(Resort / Hotel Spa) ). SPA/. er. 3.. 13.3 SPA. SPA ISPA. ISPA. SPA. SPA. 12. SPA(health.
(19) SPA Day SPA. Home SPA. SPA. SPA SPA. SPA SPA. ISPA Day Spa. 78%. Day Spa. 2.3 2.3.1. 政 治 大. 學. Success. the. ‧. ‧ 國. 立. degree on measure or attaining a desired end. n. al. er. io. sit. y. Nat. Kasem and Moursi(1971). Ch. engchi. i Un. Key Success Factors, KSF. v. 1995. Critical Success Factor, CSF. 1979 Strategic factors (Strategic Variable). (Keyresult areas). (Key Activities). 1979 1994. 13.
(20) Daniel(1961). Success Factors. Hofer and Schendel(1978). Rockart(1979). Aaker(1984). 政 治 大. (Sustainable Competitive Advantage). 立. (1985). ‧ 國. 學. ‧. 2001. 1988. n. er. io. sit. y. Nat 2001a l. Ch. 2002. e n g c2.1 hi. 2.1. Rachart(1979). Davis(1979). Munro & Wheeler(1980). Fergson &. 14. i Un. v. 1979.
(21) Dickinson(1982). Glueck(1984) Aaker(1984). Rue & Holland(1987) Byars(1987). Hofer & Schendel(1987). Hill & Jones(1989). 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 15. i Un. v.
(22) 2.3.2 2001. Daniel,1961 Rockart,. 1979 Ferguson and Dickison, 1982 Boynton and Zmud,1984 Aaker, 1988 Hofer and Schendle, 1987. 1988. 1. 2. 3. 4.. 1992. 立. 1.. ‧ 國. y. sit. n. al. er. io. 5.. Nat. 4.. ‧. 3.. 學. 2.. 政 治 大. Ch. engchi. 16. i Un. v. 5~7.
(23) 2.3.3. 1999. P&G 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 17. i Un. v.
(24) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 18. i Un. v.
(25) 2.3.4. Rockart(1979) 1.. 立. 2.. 政 治 大. 4.. ‧. ‧ 國. 學. 3.. n. al. er. io. sit. y. Nat. Leidecker and Bruno 1984. 1.. Ch. engchi. 2. Porter. 3.. 1980. / /. 19. i Un. v.
(26) 4.. 5.. 6. strengths and weaknesses assessment. resource portfolio. strength audits. strengths capabilities /. 立 1985. ‧. Hofer and Schendle. 政 治 大. 學. ‧ 國. io. sit. y. Nat. n. al. er. 7.. Ch. engchi. 1985. i Un. v. The Mind of TheStrategist. 1. 1 2 3 4. 20.
(27) 2.. Day and Wensley 1988 1.. 1 2 3. 立. 2.. 政 治 大. n. al. er. io. sit. y. Nat. 1. ‧. ‧ 國. 學 Day& Wensley 1988. Ch. engchi. 2. a. b. c. d. 1988. 21. i Un. v.
(28) 1997. Success Factors. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. (Analytic Hierarchy Process, AHP) (Factor Analysis). 22.
(29) 2.3.5 Crag and Grant(1993). 立. 2.1. 政 治 大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. 2.3.6. Ch. engchi. i Un. v. Simon 1960. 2-2 Hofer Schendel. 1978 Thomas. 1988. 23.
(30) 政 治 大. 立. sit. y. ‧. ‧ 國. 學. io. n. a. er. Nat. 2.2. cole(2000) l. Ch. engchi. 2-3. 24. i Un. v.
(31) 2.2. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Hambrick. MacMillan Lang. Calatone. Ch. engchi. i Un. Day 1982 Gudmundson. 25. 1997. v.
(32) Botten & Mc Manus 1999 1993. 2-5. 2.3. 立. 政 治 大. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. 2-8. PEST. Ch. engchi. 26. i Un. v.
(33) 2.4. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 27. i Un. v.
(34) 2.5. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. porter,1980 Porer. 1980. 28.
(35) 立. 政 治 大. ‧. ‧ 國. 學 sit er. al. n. S-C-P. io. Scherer. y. Nat Porter(1980). 2.3. 1990. Ch. engchi. i Un. v. Structure-Conduct-Performance. 2-4. 29.
(36) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 2.4. Ch. engchi. -. -. Scherer(1980). 30. i Un. v. (S-C-P).
(37) A. B. C. 立. S-C-P. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 2.3.7. Ch. engchi. i Un. AHP AHP. ~. 2000). 31. v.
(38) SPA. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 32. i Un. v.
(39) Day SPA. 3.1 Saaty. 1971. 1980 1986. AHP. 12. 立. Saaty. 大. ‧ 國. (Generating a set of alternatives). (Setting Priorities). 4.. (Choosing a best policy alternatives). n. al. Ch. engchi. 5.. (Allocating resources). 6.. (Determining requirements). 7.. (Designing system). 9.. (Measuring performance). 11. 12.. i Un. v. (Predicting outcomes / Risk assessment). 8.. 10.. er. io. sit. y. Nat. 3.. ‧. 2.. (Planning). 治 政 1980): (Saaty. 學. 1.. Saaty. (Ensuring system stability) (Optimization) (Resolving conflict) 33.
(40) AHP. (. i). 78) :. (classes). (Components). ii). (Independence). iii). iv). (Ratio Scale). v). (Pairwise Comparison). (Positive Reciprocal. Matrix) vi). 政 治 大. (Transitivity) A C. vii). B. C. y. sit. (Weighting Principle). n. al. er. io. ix). Nat. viii). ). B. ‧. (Consistency). (A. B B. 學. A. 立. C). ‧ 國. C. (A. Ch. engchi. i Un. v. AHP. (Vargas. 1990) : i). (Reciprocal comparison): : B. ii). (Homogeneity):. iii). (Independence):. iv). (Expectations):. A A. 34. B 1/3. 3.
(41) Miller (1956). 7 7 n. n(n-1)/2. Saaty and Vargas (1982) 3.1. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. AHP. 1. (1+1/x)/2. Ch. engchi. iv n USaaty. x. 1/x x1 x2 x3 …. n. xn. (3.1). (3.1). 35.
(42) 3.2 (. 78). AHP. i). ii). AHP. (Goal). (Objectives). (Criteria). 立. Saaty. n. al. er. io. sit. y. Nat. . Ch. engchi. AHP. 3.2. :. ‧. . ‧ 國. . 政 治 大. 學. . (Alternatives). i Un. 3.1 AHP. AHP AHP. 36. v. (Dependence).
(43) 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 37. i Un. v.
(44) iii) (Pairwise Comparison Matrix). AHP. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 3-3 AHP. 38. i Un. v. Saaty.
(45) 4.1 SPA. SPA. 立. 政 治 大. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. 4-1. 4.1. Ch. engchi. i Un. SPA. 39. v.
(46) AHP. 4.1. 4.2 AHP 4.2.1. (validity). 立. 82). ‧ 國. (Consistency Ratio Expert Choice. ‧. C.R.. sit. y. AHP. n. er. io. al. Ch. i Un. SPA. engchi. SPA Caudalie SPA. C.R.) C.R.. Nat SPA. (. 學. 0.1. (reliability). 政 治 大. SPA. ISPA. 40. v. SPA.
(47) 4-1 SPA ISPA. 4 6. SPA. 10 5. SPA. 4 6. Caudalie. ‧ 國. 40. 學. 0.1. 40. 94. ‧. 94. 5. 政 治 大. 立. 50. SPA. 4-2. n. al. 50. Ch. 40. engchi U. er. io. sit. y. Nat SPA. v ni. 0.8. 40. 1.00. 4.2.2 AHP 40. Expert Choice 2000. AHP. Micosoft Excel. AHP Expert Choice 2000 Expert Choice 2000. AHP AHP. Microsoft Excel. 41. 4.2.
(48) AHP. 4.2.2.1 4-3. AHP. 0.310 (. 0.201. ). 0.195 0.154. (. 立. ). 政 治 大. 0.275 0.300 0.258 0.167. ‧. ‧ 國. 學. 0.291. 0.206. y. Nat. sit. 0.227. n. al. er. io. 0.355. 0.341. Ch. engchi U. 0.213. v ni. 0.354 0.217 0.232. 0.153 0.248 0.303. (0.355). (0.291). (0.201). 0.354. 42. (0.153). SPA.
(49) SPA. SPA. 4.2.2.2 4-4. AHP. 0.332 (. 0.179. ). 0.221 0.127. (. ). 政 治 大. 立. 0.389 0.240. ‧. ‧ 國. 學. 0.311. sit. y. Nat. n. er. io. 0.405. al. 0.320. Ch. engchi U. v ni. 0.182 0.189 0.104 0.152 0.253 0.491 0.196 0.241. 0.105 0.242 0.321. 4.4. SPA. AHP (0.405). (0.179). (0.105) SPA SPA. 43. (0.311).
(50) 0.491. SPA. 3.. 4-5. 0.322. 0.0638. 0.211. 0.0418. 0.137. 0.0270. ). 0.330. 0.0653. 0.364. 0.1103. 0.240. 0.0727. 0.218. 0.0661. 0.178. 0.0539. 0.132. 0.0496. 0.174. 0.0654. 0.222. 0.0835. 0.472. 0.1775. 0.202. 0.0248. 0.237. 0.0292. 0.246. 0.0302. 0.315. 0.0388. ‧ 國. ). ‧. (. n. al. er. io. sit. y. Nat. 0.303. 政 治 大. 學. 0.198. 立 (. AHP. Ch. n engchi U. 0.376. iv. 0.123. 4.5. AHP. 44.
(51) (0.376). (0.303). (0.198). (0.123). SPA 4.6 0.1775. 0.0835 (. ). (. ). 4.6. 立. SPA. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 45. i Un. v. SPA.
(52) 4-6. 8 (. ). 11 15. (. ). 7 2 4 5 9. 立. 10. 政 治 大. 6 3. ‧. ‧ 國. 學. 1 16. n. al. er. io. sit. y. Nat. 14. Ch. engchi U. 46. v ni. 13 12.
(53) 4-7. 0.198 1. 2.. (. ). 3. 4.. (. ). 0.179. 0.201. 0.322. 0.332. 0.310. 0.211. 0.221. 0.195. 0.137. 0.127. 0.154. 0.330. 0.320. 0.341. 0.303. 0.311. 0.291. 1.. 0.364. 0.389. 0.275. 2.. 0.240. io. 4.. 0.189. 0.167. 0.376. 0.405. 0.355. 0.132. 0.104. 0.206. 0.174. 0.152. 0.227. 0.222. 0.253. 0.472. 1.. 0.213. 0.491. 0.354. C0.123 h e n g c h i U n 0.105. 0.153. iv. n. al. 0.178. y. Nat. 3.. 0.258. ‧. 2.. 0.182. 學. 1.. ‧ 國. 4.. 0.300. sit. 立. 0.240. er. 3.. 治 政 0.218 大. 0.202. 0.196. 0.217. 2.. 0.237. 0.241. 0.232. 3.. 0.246. 0.242. 0.248. 4.. 0.315. 0.321. 0.303. SPA. 47.
(54) SPA. SPA. SPA. SPA. SPA party. SPA. io. sit. ‧. Nat. SPA. SPA. n. al. er. SPA. SPA. 學. ‧ 國. SPA. SPA. y. Merry SPA. 政 治 大 Hair Spa SPA 立. Ch. engchi. i Un. v. SPA. SPA. 48.
(55) 5.1 SPA SPA. SPA. Day SPA. 政 治 大. 立. 學. ‧ 國. Day SPA. Day SPA. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 49. i Un. v.
(56) 5-1 SPA. B. C. D. 客製化 0.322 設備 0.211 儀器 0.137 消費者區隔 0.330. 0.063 0.042 0.027 0.065. 行銷能力 (0.303). 品牌形象 0.364 新客戶開發 0.240 現有客戶促銷 0.218 價格策略 0.178. 0.110 0.072 0.066 0.054. 立. 政 治 大. 學 y. 0.050 0.065 0.083 0.018. io. sit. Nat. 人力資源 (0.376). ‧. 人員招募 0.132 人員訓練 0.174 人員生涯規劃 0.222 人員穩定度 0.472. n. al. er. 產業經營關鍵成功因素 SPA. 差異化 (0.198). ‧ 國. A. 療程 (0.123). Ch. e n研發能力 gchi. i Un 0.202. v. 國內外合作 0.237 產品來源 0.246 療程效果 0.315. SPA. 50. 0.025 0.029 0.030 0.039.
(57) SPA. SPA. SPA Day Spa. SPA. SPA. SPA. 立. 學. ‧ 國. SPA SPA. 政 治 大 SPA. ‧. n. er. io. sit. y. Nat. al. Merry SPA. SPA. Ch. Hair Spa. engchi. SPA. i Un. SPA party. v. SPA. SPA SPA. SPA SPA SPA. SPA. 51.
(58) SPA. SPA. SPA. SPA SPA. SPA. 立. y. io. SPA Hotel/Resort. Day Spa. a lMedical SPA iv n Ch engchi U. n. Hot Spring. Day SPA. er. Nat. /. Day Spa. sit. ‧. ‧ 國. 學. 5.2. 政 治 大. SPA. SPA. 5.3 Day SPA Day SPA. 52. Club SPA.
(59) 1. Day Spa 2. 3.. 4.. 立. 政 治 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 53. i Un. v.
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(61) 16. Erica Miller(1996). Day Spa Techniques. Milady Publishing. 17. Patty Monteson and Judy Sinser(1997) Results of the 1997 HFD Spa-Goer Market Study . 18. www.hfdspa.com 19. ISPA(1999), State of the spa industry. 20. www.spas.about.com. 1995. 1999. 5.. 2001. y. 4.. SPA. io. 21. n. al. 6.. 1985. 7.. 1994. 8.. 9.. 10. 11.. Ch. engchi. 2001. i Un. SPA. 1999. 1983 ,2002,. sit. 1991. ‧. 3.. 立. 學. 2000. 政 治 大. Nat. 2.. ). er. (Kotler. -. ‧ 國. 1.. -SPA. 55. v. ToGo.
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