This research mainly takes tourists visiting Tsou Ma Lai Farm as the research object and attempts to explore the effect of service quality on their willingness to revisit by using satisfaction as an intermediary variable. In this study, 1000 samples were tested by using questionnaires, 145 incomplete and invalid questionnaires were excluded and a total of 855 valid ones were analyzed. The effective questionnaire recovery rate was 85.5% and the data is executed by Amos 20.0 statistical software to execute the convergence validity, differentiation validity, and adaptability in the structural equation model. Path analysis and intermediary effect analysis by adopting Mac-Kinnon’s (2008) bootstrapping. Research results show that Hypothesis 1: The quality
of leisure farm services has a significant impact on customers’ satisfaction;Hypothesis 2: Satisfaction has a significant impact on their willingness to revisit; Hypothesis 3: Service quality has a significant impact on the willingness to revisit; Hypothesis 4: Service Quality has a significant effect on their willingness to revisit through satisfaction intermediary effects. Researchers will further put forward specific suggestions based on the research results.
