A Comparative Study of Japanese and Taiwanese Perceptions of Hot Springs

Abstract

Taiwan and Japan has an abundance of hot springs; therefore, many people living there believe that hot springs are effective for healing numerous diseases although contemporary medicine failed to prove their medical efficacy. Researchers have expended considerable effort examining the medical aspect of these tourist destinations, but few have investigated the tourists' perceptions of hot spring destinations. Researchers are increasingly recognizing culture as a source of variation in numerous phenomena of central importance to consumer research. Culture has a strong impact on customers' perceptions of hot springs. This paper provides a review of several studies that have compared Japanese and Taiwanese perceptions of hot springs with a focus on balneology and consumer research, the characteristics of hot springs in Japan and Taiwan, and relevant empirical findings. Finally, this paper addresses several theoretical issues, suggests directions for future research, and discusses managerial implications.