Yangmingshan National Park attracts a large number of domestic and foreign tourists to visit, and the budget for facilities and maintenance costs has increased year by year. In order to understand the attitudes of tourists, the subjective norms and the perceptual behavior control, the national parks are charged for the price and payment of fees. After the consumption behavior. This study uses ‘Theory of Planned Behavior’ to explore the influence of tourists on the subjective norms of the Yangmingshan National Park, the behavioral control of attitudes, the attitudes of admission to national parks, purchase intentions and subsequent consumption behaviors. The research method uses a sample of investigations to investigate. The survey focused on tourists visiting the Yangmingshan National Park for recreational activities. Collect data by means of questionnaires. A total of 300 valid questionnaires were collected. The results show that subjective norms have a positive impact on the purchase intention of the national park admission ticket. Most of the demographic variables of tourists show that there is no significant difference in the attitude and subjective norms of admission fees in national parks. The demographic variables show significant differences in the perceptual behavior control of admission fees in national parks. Most of the demographic variables of tourists have significant differences in the purchase intentions of national park admission fees. Most of the demographic variables of tourists are in national parks. There is a significant difference in the consumption behavior after paying the admission fee.
