A Study of Tourists on Attraction, Service Quality, Perceived Value and Behavioral Intention in the Penghu Ocean Firework Festival
Wen-Chieh Hsieh, Lecture, Department of Leisure and Sport Management, Far East University, Taiwan

ABSTRACT 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. Keywords: Attraction, service quality, perceived value, behavioral intention, Penghu Ocean Firework Festival INTRODUCTION Penghu is Taiwan's largest outlying islands, and has a wealth of natural resources, including natural tourism resources (marine ecology, flora and fauna, the beach, intertidal zone, outlying islands, unique basalt geology type), humanities tourism resources (agricultural and fishing villages, military dependents' villages, temples, historical and cultural monuments), tourism development foundation. The Penghu tourist season is mainly during the summer months of June to August, the main tourism resources of the waters of leisure and recreation activities. However, due to the influence of the northeast monsoon in winter, Penghu area and peak seasons sightseeing crowd obvious differences. Penghu County government since 2003, organized the first "Penghu Ocean Firework Festival" began, and has been in its ninth year. The origin of the Penghu Ocean Firework Festival, Penghu, May 25, 2002 off the coast of a major event China Airlines plane crash occurred, the indirect effects of Penghu's tourism industry, whether the aviation industry, the hotel accommodation industry or the food and beverage industry, are subject to a considerable degree of spread. Penghu County Government is to boost tourism, the year in cooperation with China Airlines held "Do style in Penghu" activities. Since 2002 handling success, the county government in the next year (2003) with a number of airlines, shipping companies and the private sector by the co officially held the first session of 2003 Penghu Ocean Firework Festival, and the venue moved to the Goddess Temple held, inviting well-known singer, group performances go, and with high-altitude fireworks show (Penghu national Scenic Area, 2012). Penghu Ocean Firework Festival becomes therefore held in April-May each year as one of the important tourist attraction. Gunn and Var (2002) pointed out that the attraction is the driving force behind the tourism system ……. if the tourist market is the "driving force" of travelers’ action, the tourist attraction on the provision of a major "pull". The major tourist attraction, is to attract people to generate tourism interest, people visited tourist destinations (Leask, 2010). The way tourism has gradually towards diversification, fixed attractions may not be able to attract tourists, tourist attractions, however, by organizing festivals, to increase tourism attraction, to extend the residence time of tourists and enhance revisiting rate (Yoon, Spencer, Holecek, & Kim, 2000). Destination attractiveness Hu and Ritchie (2006) study, found that the attraction is to attract tourists to visit the main reason, in addition to service quality and value of the

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product in the destination feelings will have an impact on the future willingness to revisit. Penghu Ocean Firework Festival reasons attractive to tourists, mainly for activities contents novel, exciting activities, as well as visual and auditory Feast (Lin, 2007). Murphy, Pritchard, and Smith (2000) study destination for tourists perception, found that the destination of the environment (pleasant climate, Jude Law The scenery, clean city, the heritage ambience, and friendly people) and infra-Structure (good food interesting attractions, and good hotels) for the overall quality of the tours, value and intention to return positive influence. Lee, Pertrick and Crompton (2007) study, the festival is a major attraction to tourists whether to re-visit, the value of the service quality and feel of the activities. H1: Attraction to have a direct positive effect on service quality H2: Attraction to have a direct positive effect on perceived value H3: Attraction to have direct positive effect on behavioral intention Festivals is a unique attraction (Gursoy, Kim, & Uysal, 2004), in addition to need to have attracted the focus, the activities of the service quality also becomes very important. Parasuraman et al. (1985) pointed out that the evaluation of the quality of service is customer the overall service things done. In other words, the service quality is customer expectations and perceived overall service cognitive differences. Parasuraman (1988) definition of service quality is more clear explanation, which the quality of service for consumers to obtain the service expected before and after the service, the actual experience feelings of mutual gap results. Firework Festival organizers, so that tourists feel active quality of service is appropriate to revisit again, they would be willing to activities recommended to friends and relatives, will also benefit the tourism industry in Penghu. So Kotler and Keller (2010) pointed out that the new customer costs five times higher than the cost to maintain existing customers, and therefore only retain existing customers, customer spending again, effective cost savings, and mouth-related way to attract more customers to spend. Studies have pointed out that the quality of service is one of the important variables affect consumer perceived value (Lovelock, 2005), the service quality is good or bad will directly positive influence on consumer perceived value (Zeithaml, 1988; Bolton & Drew, 1991; Grewal , Monroe, & Krishnan, 1998). While in travel quality research, also confirmed the quality is good or bad, positive impact on the perceived value of the tourists (Murphy, Pritchard, & Smith, 2000). Baker and Crompton (2000), and Žabkar Brenčič, and Dmitrović (2010) study also found that tourists feel that the quality of tourism, a positive effect on behavioral intention tourists. Yuan and Jang (2008) study of wine festivals, festive events will affect the quality the visitors of behavioral intention. H4: Service quality to have direct positive effect on perceived value H5: Service quality to have direct positive effect on behavioral intention As consumer spending due to travel on a product, you must pay a price. Although the price is a consideration for the customer give up or pay for a product, but it is not the customer perceived value "price to pay" the only factor, other non-monetary factors, for example: time costs, search costs, and mental costs should also be included (Zeithaml, 1988), so it comes to tourists "perceived value". The so-called perceived value means the sacrifice paid by the consumer to obtain a product or service, such sacrifice including monetary and non-monetary. Terms of money to pay for a product or service, the non-monetary aspects, product sacrificing time, or to obtain a product or service in the spirit of pay (Cronin, Brady, & Hult., 2000). The perceived value of the product means a consumer measure to pay cost of time, money costs, and purchase products, the inner self is a subjective feeling, that is, it is worthwhile to. In fact, when the consumer perception of product value, the willingness to continue to buy in the future is also higher; relatively low perceived value, willingness to repurchase its future will lower (Chang, 2008). The behavior of the tourists, including selecting the destination and to visit, and there are along with the assessment of tourism products and future behavioral intention (Chen & Tsai, 2007). Behavioral intentions always refer to future behavioral and often correlate with over behavioral (Fishbein & Ajzen, 1975). Zeithaml, Berry, and Parasuraman (1996) pointed out that the future behavior intention means with the loyalty of consumers, respectively, will recommend other people to inform others positive meaning, encourage family and friends to spend, will come in the future consumption. Refers to the willingness of tourists to re-visit the same tourist destination in tourism research, Chen and Tsai (2007) defined behavioral intentions, or this tourist destination willingness to recommend to others in the future. In a related study, also confirmed that the "perceived value" is an important indicator predict future behavioral intention (Cronin, Brady, & Hult., 2000; Petrick, 2004; Tam, 2000). H6: Perceived value to have direct positive effect on behavioral intention

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According to the above discussion, festive tourist attraction is the important factor to attract tourists, but the quality of activities on-site service, tourists involved in this activity whether it is worth to come to watch, but also affect the tourists follow-up visit recommend to the wishes of others. The motivation and purpose of the study, mainly want to know the views of tourists for Penghu Ocean Firework Festival attraction, and analysis of the relationship between the attraction, service quality, perceived value and behavioral intention, hoping to be able to provide practical reference for activity planning test. According to the motive and purpose of the study, literature, summarized the hypotheses about the relationship between the attraction, service quality, perceived value, and behavioral intention of each variable, as shown in Figure.1 conceptual model:

Figure1: Conceptual model X1= Activities theme and program X2= Enjoying performances X3= To experience cuisine with landscape X4= Vacation experience Y1= Activities and program planning Y2= Site and personnel services Y3= Fireworks planning Y4= The composition of the questionnaire items of perceived value Y5= The composition of the questionnaire items of behavioral intention

METHODOLOGY Subject and Sampling In the study, the research departments to the island of Taiwan to Penghu National Scenic Area tourists travel for the object, convenience sampling survey. April 2012 to May every Monday, four (Fireworks Festival held during the evening) time after the fireworks scene Goddess Temple, as well as being near the right way downtown neighbourhood and open-air cafes and shops seating area to investigate, night from 9 o'clock to 11 o'clock. Before the survey asked whether the tourists watch Ocean Firework Festival program and fireworks, such as tourists say "yes" and agree to accept the survey, interviewers began the implementation of the survey. Survey a total payment of 660 questionnaires were recovered 612 copies, which deducted answer is not complete or consistent answers to the questionnaire 19 total 593 valid questionnaires.

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QUESTIONNAIRE Penghu Ocean Firework Festival Attraction Scale In this study, a "tourist attraction scale, based primarily on researchers to the field observation experience, and another reference Syue (2008) study of Penghu Fireworks Festival benefits the tourist attraction Scale, and Lin (2007) study Penghu Ocean Fireworks of the section travel motivation, satisfaction with attraction scale, Lu (2011) study about the Penghu marine tourism and recreation attractive, plus reference prepared from the Institute of tourism attraction. A total of 18 questions in this section Scale mining Likert 5-point scale to measure the scale, from "strongly agree", "agree", "normal", "disagree", "strongly disagree" were given scores of 1-5. Penghu Ocean Firework Festival Service Quality Scale Of this research service quality scale, mainly by researchers to go and Fireworks Festival venue experience throughout the course of activities outside as well as reference Syue (2008) study of Penghu Fireworks Festival benefits satisfaction scale made. A total of 15 questions in this section scale mining Likert 5-point scale to measure the scale, from "strongly agree", "agree", "normal", "disagree", "strongly disagree" were given scores of 1-5. Perceived Value Scale This section scale Bolton and Drew (1991) pointed out that consumers perceived value can be divided into the money, time, energy, as well as effort. Reference Chen and Tsai (2007) and another tourist destination, the perceived value of the tourists is divided into: 1. Spend the money is worth it; 2. Spend the money time is worth; 3. Paid physical the spirit of participation activities is worth. A total of 3 questions in this part of the scale, the scale mining Likert 5-point scale to measure, respectively, from "strongly agree", "agree", "normal", "disagree", "strongly disagree" were given scores of 1-5. Behavioral Intention Scale This section scale major reference Chen and Tsai (2007) study tourism destination image affects tourists' behavior intention, behavioral intention is divided into tourists’ willingness to revisit the same destination, or the future of this tourist destination recommend to others wishes. Consumer behavior intention scale developed by Zeithaml, Berry, and Parasuraman (1996), with the loyalty of consumers, will recommend other people to inform others positive meaning, encourage friends and family to consumption, the future will to spend. Question 4 of the scale mining Likert 5-point scale to measure the scale, from "strongly agree", "agree", "normal", "disagree", "strongly disagree" were given scores of 1-5. Demographic Variables This study of demographic variables, including area of residence, gender, age, marital status, level of education, occupation, personal monthly income. Data Analysis In this study, the recovery of valid questionnaires was utilized of SPSS for Windows 18.0 version, and LISREL package software for statistical analysis, analysis steps include: 1. Exploratory factor analysis and Cronbach's α test of the statistical way to construct the research questionnaire of the reliability and validity. 2. Used frequency analysis watch Penghu Ocean Firework Festival tourists demographic variables assigned, as well as the cognitive situation for the Festival tourism attraction. 3. Used structure equation modeling (SEM) variables in this study, confirmatory factor analysis, and test of hypothesis.

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ANALYSIS QUESTIONNAIRE OF VALIDITY AND RELIABILITY Validity Analysis In this study, exploratory factor analysis, and mining principal component analysis and varimax rotation, this study is "Penghu Ocean Firework the Festival Attraction" with "Penghu Ocean Firework Festival Service Quality" scale items conducted factors analysis." "Perceived value" and "Behavioral intention" less two scales items, exploratory factor analysis, and other confirmatory factor analysis will be carried out in the next section, in order to understand the validity of the two scales. First before conducting factor analysis, the Kaiser-Meyer-Olkin (KMO) test analysis, KMO value obtained in the "Penghu Ocean Firework Festival Attraction" .92, is very close to 1, after Bartlett's sphere test χ2 = 3886.93 (p