A Study of Tourists on Attraction, Service Quality, Perceived Value and Behavioral Intention in the Penghu Ocean Firework Festival

The purpose of this study is to analyze the cognitive tourists for Penghu Ocean Firework Festival attraction situation. There is also analysis of attraction, service quality, and perceived value for behavioral intention. This study used questionnaires to the island of Taiwan to the Penghu ornamental Penghu Ocean Firework Festival targeting tourists, adopted the designated non-random sampling in the active site and proximity to downtown streets to investigate, a total of 593 valid questionnaires. The data were descriptive statistics and SEM (structure Equation modeling) analysis, this study found that: 1. Tourists Penghu Ocean Firework Festival is attraction cognitive highest "Want to feel the charm of the beauty of the sparkling fireworks." 2. Attraction directly service quality and behavioral intention positive effects. 3. Service quality direct positive effect on perceived value. 4. Perceived value have a direct positive effect on behavioral intention. 5. The attraction will through service quality indirect effects on perceived value. 6. The service quality will through perceived value indirect effects on behavioral intention. Based on these results, this study is not only to give the Penghu's tourism industry and government units operating on the suggestions, also for future researchers proposed a follow-up to the recommendations of the research direction.