本研究旨在探討台灣近年來的休閒熱潮裡，新興的Spa、溫泉產業透過廣告行銷塑造二十一世紀的新式大眾休閒經驗與身體政治。相較於舊式的減肥中心與護膚美容工業，Spa、溫泉行業在台灣的出現與行銷，訴諸的是另一種新式休閒養身文化消費。本研究企圖以台灣Spa、溫泉行業為討論之對象，研究中以採用立意抽樣，並以20歲至70歲的大眾族群消費者為研究對象，採用立意抽樣法以高雄市林園區週遭鄰近地區進行抽樣。並根據研究結果建議可溫泉會館相關業者改善硬體設施與服務項目，並作為日後研究相關主題之研究者參考之用。

This study aimed to explore the leisure boom in recent years in Taiwan, New spa and hot spring industry through advertising and marketing to shape a new public leisure experience and body politics of the twenty-first century. Compared to the old-fashioned weight loss center with skin care and cosmetics industry, Spa and hot spring industry of the appearance and marketing in Taiwan, The appeal is another new leisure and cultivation of cultural consumption; In this study, an attempt Spa, hot spring industry in Taiwan as the object of discussion. luster sampling in the study, and 20-year-old to 70-year-old mass consumer groups, the Using cluster sampling method to conduct sampling around the neighboring areas of the forest park to Kaohsiung., the division of the Administrative Region sampling. according to the result of the research, which provide references for the Spa industry to improve the hardware facilities and services, as with researchers refer to future research.