The income levels and standard of living for people in Taiwan have grown dramatically, and consequently their interest in leisure activities has grown. The domestic travel and tourism industry has developed gradually. This study examines the travel motivations of domestic travelers who visit a specific ranch based on the push and pull factors theory. This study also segments these travelers according to their customer value perceptions about the ranch. The empirical findings show that travel motivations can positive affect customer satisfaction, and satisfied travelers are willing to deliver positive word-of-mouth for the ranch. Besides, travelers with different customer values can moderate the relationship between travel motivations and customer satisfaction. The marketing strategies and implications for government and the ranch practitioners are also discussed.