In 1999, the Department of Commerce, Ministry of Economic Affairs selected the Highway Garden at Tianwei Village, Changhua County as the only one domestic “image commercial circle” with flowers and plants as its theme. Therefore, this research focused on The Highway Garden of Tianwei Village, as the study area because it represents the industry of tourism resources. This research investigated visitors’ characteristics, motivations to visit the gardening works for leisure purposes, anticipations before they came, and their satisfactions of experiences after their visits. Besides, a further analysis was made to understand the relationships among all these factors. Finally, the study results were offered to the garden business owners and the related institutions for their management references.
