發展鄉村觀光的重點在於遊客除能對鄉村所提供遊憩資源感到滿意之外，更重要的是能夠從中產生重遊的意願，本研究以Gunn於1988年所提出觀光功能系統構面爲基礎，以烏來溫泉區爲例，透過遊客滿意度與行爲意向之調查，藉此瞭解發展鄉村觀光之關鍵成功要素。研究結果顯示自然景觀、知名度、風味餐飲、環境整潔衛生及泡湯體驗是構成烏來溫泉區發展鄉村觀光的成功要素；然而相對在旅遊資訊、導覽解說、交通及泡湯以外的活動體驗方面，則顯示烏來溫區仍有改善的空間；而研究結果同時也顯示遊客滿意度與行爲意向存在正向的關係。相關研究成果應可作爲其他地區評估發展鄉村觀光之參考。

In spite of the satisfaction on the recreation resource, the revisiting intention of tourists is emphasized during the development of rural tourism. The study tried to clarify the critical success factor of rural tourism development through a case study of satisfaction and behavioral intention based on the tourism and recreation system. The result shows that the critical success factor of rural tourism development in Wulai hot spring areas consists of natural scene, well-knownness, Taiwan indigenous cuisine, safety and sanitation of environment and the SPA experience. According to satisfactions survey of tourists, travel information, guiding tours, transport and diversity activities are need to be improved in order to attract tourists in Wulai hot spring areas. The results also verifies that tourist's satisfaction have positive influence on behavioral intention. The comments of this paper can be applied on the assessment of critical success factor in other areas besides Wulai.