本研究目的在探討遊客旅遊對旅遊目的地之品質認知、滿意度與行爲意圖三者之間的關係。本研究假設：一、遊客對旅遊目的地之品質認知會正向影響遊客的滿意度，二、遊客的滿意度會正向影響其行爲意圖，三、遊客對旅遊目的地之品質認知會正向影響遊客行爲意圖。以提供相關單位規劃管理旅遊行程之參考。本研究以中國桂林旅遊線爲例，在台北專賣大陸套裝旅遊行程之旅行社採便利抽樣方式發放問卷，本研究最後共得有效問卷411份。本研究發現：遊客對旅遊目的地之品質認知會正向影響遊客的滿意度；遊客的滿意度會正向影響其行爲意圖；遊客對旅遊目的地之品質認知會正向影響遊客行爲意圖。本論文最後依研究結果發現作建議，作爲旅行社提升旅遊目的地的品質、遊客滿意度及影響遊客消費後行爲意圖之參考。

The purpose of this study is to study the relationship between tourism destination quality, satisfaction and behavior intention of the tour customer. The hypotheses of this research are: 1. the tourism destination quality will positively impact customer satisfaction, 2. customer satisfaction will positively impact customers' behavior intention, and 3. the tourism destination quality will positively impact customers' behavior intention. Using the tour from Taiwan to Guilin, China as a case study, this research conducted a convenience sampling at the travel agents at Taipei which are special in China tours and 411 respondents were interviewed This research found that: the tourism destination quality positively impacted customer satisfaction; customer satisfaction positively impacted customers' behavior intention; and the tourism destination quality positively impacted customers' behavior intention. Based on the above findings, this study made suggestion for the travel agents to enhance their tour service quality, customer satisfaction and positively impact their customers' behavior intention.