| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 97 === The market of repeat visitors’ travelling behavior has been taken into consideration seriously by researchers and managers for decades. However, most owners of business establishment in various are not aware of their repeat customers’ information. Finding out this information can help business establishment owners make better plans to attract more customers. Therefore, this study aims to understand how repeat visitors’ prior experiences affect their evaluation of destination characteristics. Furthermore, due to the change of traveling types, this study also aims to examine the relationships between travel involvement and repeat visitors’ destination characteristics evaluation. The variables investigated by this study include prior experience, travel involvement and destination characteristics evaluation. A total of three hundred and eighty-two repeat visitors of Tamsui destination were investigated through a quantitative questionnaire. The study results indicated that:
1. There were partially significant relationships between repeat visitors’ prior experience and travel involvement.
2. There were partially significant relationships between repeat visitors’ prior experience and their destination characteristic Factors.
3. There were partially significant relationships between repeat visitors’ travel involvement and their destination characteristic Factors.
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