The main purpose of this study focused on the exploration of the relationships between tourism image, travel motivations and travel time for tourists in a hot spring area. The isochrone concept was facilitated as and important segmentation variable while considering the actual travel time from the original to the destination under different road way networks. A structured questionnaire was applied to survey and collect data from tourists at Gu-Guan Hot Spring Area. There were 670 sets of questionnaire sending out with judgment sampling method, and 649 were returned and 617 were valid for further statistic analysis, including One-way ANOVA, chi-square test and Pearson product-moment correlation. The main findings of this study were concluded as followings: 1. The shorter the theoretic travel time was, the higher cognition of tourism image in transportation construct the tourists had. 2. The shorter the theoretic and actual travel time were, the higher motivation of escape from reality the tourists had. 3. The theoretic, actual and ideal travel time were associated with the stay period and visiting frequency. Tourists spent more time on traveling or transporting would prefer to stay longer and visit only once in one or a few years. 4. There existed significantly linear and positive correlationship between the cognition of tourism image and travel motivations
