This research examines the discriminant effects of perceived value on travel intention while comparing the differences between previous visitors and non-visitors, using the data obtained from a list of individuals who had requested information about Florida Keys. The results indicated that previous visitors had significant higher perceived values than non-visitors did, while some previous visitors had low intentions to revisit Florida Keys because they wanted to visit other destinations in the foreseeable future. This highlights the importance of perceived value as well as novelty seeking in the formation of travel intention.