Repeat Purchase Theory suggests that “the cheapest way to maintain sales is to get customers who purchase a product once to continue purchasing it from you”. Repeat purchase is so important that in the cosmetic industry, two-thirds of profit comes from repeat purchase customers. Service quality is undoubtedly one of the important factors that boost the customer satisfaction and efficiency. This is also true in national park. The tourist’s satisfaction on services quality will determine whether or not they “repeat purchase” from the same national park. Therefore this research aims to analysis the travelers’ satisfaction on services quality provided by Yushan National Park. Furthermore, this research will find out the important factors that make travelers return. This research is expected to help Yushan National Park to reduce its cost for promotion, improve its service quality and generate visiting loyalty of its travelers.

養成消費者之重複購買行為，在許多行業被認為是最重要的行銷目的之一，因為重複購買才是市場的利基所在。在美國已經有超過三分之二的人是屬於重複購買者，這些人基於需求，其消費會比過去多出7%。在化妝品產業上，老顧客佔了營業額三分之二。在國家公園，服務品質之高無疑是促進其遊高其經營續效的重要原因之一；並且，遊客對其服品質的滿意度高低，決了遊客是否繼續至國家公園重複旅遊之指標。因此，本研究以玉山國家公園為例，旨在瞭解遊客對國家公園服務品質之滿意度，並探討何種服務品質最能使遊客回到同一國家公園重複旅遊，藉此以有效降低推廣成本、提升服務品質、並培養遊客對國家公園之忠誠度。