| Summary: | 碩士 === 國立澎湖科技大學 === 觀光休閒事業管理研究在職專班 === 102 === Penghu National Scenic Area Administration conducted a project of Fun New Penghu in 2012, a campaign of ecological tours intended to promote locally and uniquely featured tours in Penghu, as to understand the tourist reaction to the three main theme tours, including Penghu Stone Fish Weir Culture, Penghu Tern Ecology and Penghu Intertidal Zone Experience. This study aimed to investigate the relationships of the four major variables of Fun New Penghu, tourist attraction, experiential value, satisfaction and willingness to revisit. The main participants included tourists who joined 2012 Fun New Penghu tour. Total of 445 valid questionnaires were collected analyzed by purposive sampling, descriptive statistics, independent sample T-test, one-way ANOVA, and structural equation modeling (SEM). The results of this study revealed that demographic variables showed significant differences in tourist attraction, experiential value, satisfaction and willingness to revisit; The tourist attraction directly and positively affected experiential value. Tourist attraction did not positively affect satisfaction and willingness to revisit. Tourist experiential value positively affected satisfaction and willingness to visit. Tourist satisfaction had a positive impact on the willingness to revisit. In addition, tourist attraction had an indirect impact on satisfaction and willingness to revisit through experiential value. Experiential value had an indirect impact on the wiliness to revisit through satisfaction. The findings of this study showed the 2012 Fun New Penghu campaign enhanced the tourist experiential value. Hence, similar project should continue for future promotion.
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