Abstract
This study aims to understand the impact of travel activity types on travel expenditure. This research was conducted through the assessment of questionnaires collected from 316 tourists in the Wulai scenic area. The results were analyzed using a T-Test, ANOVA, and eta correlation ratio in order to select variables. Next, we used the Tobit regression model to examine the effect of the relevant variables on travel expenditure. In order to compare various models, the author attempted to employ the Likelihood Ratio test, Akaike information criterion (AIC) and Bayesian information criterion (BIC) measures. The results of the research demonstrate that travel expenditures are significantly affected by factors such as transportation, marital status, age (over 41 years), duration of stay, occupation, and activity of hot spring soaking. Above all, the addition of the variable of hot spring soaking will provide a better model fit in predicting travel expenditure. We suggest that travel activity can be used as an independent variable in related future studies. Therefore, this research was carried out with the aim of demonstrating that the hot spring enterprises need to provide better service quality and effective marketing strategies for their product as travelers are willing to spend more.
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