Purpose: This study was to explore the relations among tourists' image, experience and involvement degree in New Beitou hot spring areas in Taipei City, as well as the demographic characteristics of the consumer group. Methods: The study was undertaken via questionnaire survey. The research instrument included the four parts: Personal Basic Information, Image Inventory, Experience Inventory, and Involvement Inventory. The samples were taken from 7 hotels in New Beitou hot spring areas-Nine Plus Spa Hot Spring Hotel, Chyuan Du Spring Resort, Jbg Hotspring Resort Hotel, Kyoto Spring Hotel, Beauty Age Spring Resort, Sweetme Hotspring Resort, and Lotus Business Hotel. The expected sample size was 560. The questionnaire copies were recovered on the scene; 512 copies were recovered, and the recovery rate was 91.4%. After the arrangement was made and the invalid questionnaire copies were deleted, 435 copies in total were valid; the recovery rate of the valid questionnaire copies was 84.9%. Results: From the characteristics of the samples, it was known that males accounted for the majority of the tourists in New Beitou hot spring areas. Most of the tourists had personal expenses of NTD 1001~2000 averagely. Their companions were family members and relatives mostly. As for the frequency of going to New Beitou hot spring areas per year, most of them went there for three times, reaching there by car. Most of them were at the age of 21~30, with personal income ranging from NTD 30, 001~40, 000, living in Northern Taiwan (48%). Secondly, the "Model for Tourists' Image, Experience and Involvement in New Beitou Hot Spring Areas" constructed via theories reached the level of fitness. Conclusions: The tourists' involvement in New Beitou hot spring areas would positively affect experience and image, while experience would also have positive influence on image. Such results can provide reference for related hot spring proprietors.