The purpose of research is to contribute to building a practical marketing strategy for parents who choose an education tourism commodity,With understanding of the differences of satisfaction depending on parents’' personal values. The result of research says that there is satisfaction distinction of choosing an education tourism commodity between one group pursuing stable values and the other group pursuing successful values. Also, it assures that satisfaction has meaningful effects on recommendation intention and re-purchase. Especially, it will be very important to realize the characteristics of a purchaser since the purchaser and the consumer are different as the feature of an education tourism commodity and we assume that to understand the purchaser’'s tendency will affect significantly on marketing field