In order to increase tourist number and tourism development of Yingge Ceramics Museum, the study provides orientations for improvements in service to the museum authority by surveying the touring motivation and satisfaction of tourists to the museum. The survey is conducted by the use of questionnaire to tourists of the museum, and the number of effective samples is 300. Analysis is performed with the use of SPSS, regarding tourism characteristics and personal social economical background of the subjects. The major findings of study show: there are more female visitors than male visitors; the age of visitor is mostly between 21 and 25; occupation of visitors are mostly student and service; education level is mostly of college level; the residential area are mostly in the northern part of Taiwan; most visitors are unmarried; and most visitors are in their first visiting to the museum; the companies of the subjects are mostly friends; the transportation of visitors are mostly automobile; the size of visitor group is mostly 4 peoples; information of the museum is mostly attained from friends or relatives. Statistically significant differences in touring motivation and satisfaction between different categories of visitors, categorized by tourist characteristics, are found.