A Study on Tourist Satisfaction in the Xinbeitou Hot Spring Area, Taiwan

Abstract

This study investigates tourist satisfaction in the Xinbeitou Hot Spring Area of northern Taiwan using a questionnaire survey with 406 valid responses. Findings indicate that young, well-educated visitors primarily seek relaxation and social bonding. High satisfaction was reported for environmental ambiance and hot spring quality, while lower ratings were given to souvenirs, pricing transparency, and activity diversity. Significant differences in satisfaction were found across age, education, occupation, and residence, but not income. The results highlight Xinbeitou’s strengths in wellness tourism and suggest enhancements in cultural programming, retail quality, and service design to improve visitor experiences and destination competitiveness.