A Study of Tourists’ Perceived Island Attraction, Service Quality, Satisfaction, and Behavioral Intention

Abstract:
The purpose of this study is to analyze the attraction, service quality, satisfaction and behavior intention of tourists who travel to the island. This study takes tourists to Liuqiu Island as the research object. A total of 649 valid questionnaires were obtained by adopting the convenient sampling method and conducting a questionnaire survey. After analyzing the effective data obtained by descriptive statistics and partial least squares (PLS), this study has the following findings: (1) The more tourists feel the attraction of Liuqiu Island, the higher their feelings and requirements for local service quality, and will affect their satisfaction. (2) The more positive the tourists feel about the tourism service quality of Liuqiu Island, the higher the satisfaction of their feelings. The more willing they will be to visit and recommend to others in the future. Based on the above results, this study puts forward relevant operational suggestions for government tourism units and operators.