本研究之目的在於探討遊客對溫泉環境屬性之考量，先經由文獻回顧及先驅研究得到四個重要的屬性，再以此四個重要屬性轉換成九種替選方案，並利用文字敘述法描述替選方案，而受訪者將依據個人喜好順序以排序法填寫問卷，並將此資料以OLS進行模式的校估。研究結果顯示，在四項溫泉屬性中以浴池型式的相對重要程度為最高，其次是浴場自然度，而對泡溫泉時可見的景觀較不重視，且最不受重視的屬性為價格。為進行市場區隔，本研究採用k-means cluster依照偏好模式的相似性將受訪遊客分類，分為價格取向區隔、浴池型區隔及浴場自然度區隔等三個區隔。

The purpose of the study was to investigate which environmental attributes of hot springs visitors take into consideration to. Four important attributes were identified from literature as well as a pilot study. They were converted into nine alternatives. A questionnaire consisting of verbal descriptions of the nine alternatives was used to collect data. The respondents were asked to rank the nine alternatives according to their preferences, and then an OLS regression was used to analyze the data. The results show that the form of the hot spring pool is the most important attribute and is followed by the degree of nature around the pool, the scenery, and the price. For the purpose of market segmentation, a k-means cluster technique with similarities of preference models was employed to categorize the visitors. Three segments were clearly identified and were named as “price sensitive, ” “pool from oriented,” and “nature oriented,” respectively.