This study developed conjoint models to investigate the consideration to the hot spring environment where to take the hot spring bath. There were four attributes in this study. Moreover, four attributes could constitute nine alternatives. The questionnaire was verbal stimuli. The respondents were asked to rank nine alternatives according to their preference, and OLS regressing was used to analysis data. It shows that the form of the pool is the most important attribute, and the followed ones are the degree of nature around the hot spring pool, the scenery and price. At last, as to the market segmentation, this study separates the hot spring market into three segmentations with similarities of preference models. The visitors in three segments weight price, the form of the pool and the degree of nature around the hot spring pool most respectively. The visitors in segment 1 are price sensitive. The visitors in segment 2 weight the form of the pool most. The visitors in segment 3 pay much attention to the degree of nature around the hot spring pool.