| Summary: | 碩士 === 國立嘉義大學 === 觀光休閒管理研究所 === 99 === The aims of this study are to understand the relationship between service quality, place attachment, tourist satisfaction, and tourist loyalty. Out of 450 questionnaires, 400 was used to do further analysis. With a better understanding of the customer satisfaction chain, firms would be able to make more effective use of their limited resources through quality initiatives for the real needs of their customers. This research attempts to create a better understanding of the relationship between service quality, place attachment, tourist satisfaction, and tourist loyalty by focusing on the Chiang Mai Night Safari in Thailand. This study proves the value of place attachment by suggesting that it is a effective intermediary between service quality and tourist satisfaction. The result of this study also promotes the significance of differentiation or distinguishes oneself from its competitors.
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