A study examined the impact of experience quality on perceived value, satisfaction, image, and behavioral intention among water park patrons, focusing on new versus repeat visitors. Results showed that experience quality had a positive effect on all four variables, with significant differences between new and repeat visitors. Repeat visitors were found to have higher levels of satisfaction, image, and behavioral intention than new visitors, suggesting that repeat business can be attributed to the quality of experience. The study highlights the importance of ensuring high-quality experiences for both new and repeat visitors to drive patron loyalty and retention.