This study proposed a conceptual model to examine how customers' perceptions of the quality of experiences influence perceived value, water park image, customer satisfaction and behavioral intentions for first-time and repeat customers of the water park of the tourism industry. This study finds that the quality of participants' experiences significantly affects perceived value, water park image and customer satisfaction. Moreover, perceived value and water park image exert a direct influence on customer satisfaction, and they also positively affect behavioral intentions. Finally, the impacts on customer satisfaction of experience quality and water park image significantly differ between first-time and repeat customers. Copyright © 2013 John Wiley & Sons, Ltd.