Tourists Perceived Festival Attraction, Service Quality, Perceived Value and Loyalty-Case Study Penghu Ocean Firework Festival in Taiwan

The purpose of this study is to understand the relationships between attraction, quality of service, perceived value and loyalty. In this study, a total of 456 effective questionnaires were collected by convenience sampling. Through the descriptive statistics and partial least squares (PLS) statistical analysis, the research results show that the attraction, service quality and perceived value of festival activities have a predictive effect on the loyalty to the tourists in the destination. According to the results, the research not only gave the suggestions for the government tourism sectors, but also provides the direction for the future research.