Abstract
Health travel has experienced more than 100 years of development, presenting unique features in its development pattern, scale, and business operational models in Taiwanese society. In 1999, the Taiwanese Government's promotional spring/spa activities have increased visitor numbers seeking a healthier lifestyle. It appears that health tourism is one of the pioneers "value sectors" during the modernization process in Taiwan. Moreover, it has tapped the potential of a rapidly-expanding market that includes the healthcare services and the medical wellness industry. This study discusses a segment of spa tourism with Taiwanese mature spring/spa travellers' characteristics that affect the destination choice and travel patterns in modern society. Health spring/spa tourism products are dependent on natural resources such as mineral water and seaside location. Although, the main reasons for participating in spring/spa travel are to socialize, improve wellbeing and physical therapy, the new sense in a quest for health is spiritual events and travel in mineral cures. Research has paid limited attention to the mature travellers studied, or the mode of spring/spa choice. It is vital to be aware that the mature traveller's needs are more diverse and multifaceted than ever; this highlights the need for innovation to meet the demand for a variety of recreational activities.