本研究旨在探討遊客對澎湖遊艇業服務品質、滿意度及重遊意願之研究，並運用SPSS軟體分析。於2008年7月至8月間，進行搭乘澎湖遊艇的遊客之問卷調查，有效問卷共440份，採用PZB測量服務品質模式，運用SERVQUAL量表來調查遊客對澎湖遊艇業所提供服務品質之遊客滿意度，並且探討遊客未來重遊的行爲意願。本研究結果顯示：1.遊艇業所提供的服務品質大致上不符合遊客的期望，即事前期望與事後感受有落差現象，且遊客整體滿意度也不高，可見整體服務品質應向上提昇。2.遊客事後感受對遊客滿意度有顯著影響。3.研究結果確認事後感受會影響遊客滿意度、滿意度影響到遊客未來重遊的意願。希冀本研究成果可提供相關部門日後做爲澎湖遊艇業之經營者管理參考。

There search purpose is to discuss the relationship among service quality, satisfaction, and revisit willingness of tourists for yacht industries in Penghu. A survey was conducted form July to August in 2008, and the number of valid questionnaires was 440. The research instrument that researchers used SERVQUAL scale to investigate tourists' satisfaction that was provided by yacht industries in Penghu and discuss the revisit willingness of tourists. SPSS we used to analyze data. There search findings are: 1. Service quality which is provided by yacht industries in Penghu doesn't correspond with the expectation of tourist. It means that has the gap between with the expectation and perception in this study. Yacht industries of Penghu should improve overall satisfaction to up. 2. The tourists' perception has positive relationship with tourists' satisfaction. 3. the perception will affect the satisfaction, thereby having the influence on revisit willingness. Hoping the results of this study could make suggestions to provide yacht industry of Penghu operating and managing in the future.