This study was conducted to ⑴ examine the effect of attitude, subjective norm, perceived behavioral control, and playfulness in explaining about behavioral intention of visitation in theme park, i.e., test the theory of reasoned action (TRA), the theory of planned behavior(TPB), and the extended theory of planned behavior, ⑵ verify characteristics of groups, departmentalized by playfulness. The results of this study elicited some implications. First, the results from hierarchical regression analysis indicated that behavioral intention about visiting in theme park was explained 29.3% by the theory of reasoned action and 35.0% by the theory of planned behavior. When playfulness was added into the theory of planned behavior, the variance was increased into 39.0%. Second, departmentalizing result of groups, based on the mean and scale of playfulness, showed that ?high playfulness group? seemed to have higher mean about attitude, subjective norm, perceived behavioral control, behavioral intention than ?medium/low playfulness group?.