Special events are the fastest growing type of tourist attractions. This study applies Structural Equation Model (SEM) to investigate the relationship between service quality, relationship quality and loyalty for the tourists who attending the Yi-Lan Green Exposition in 2006. This study will help managers to develop and implement effective marketing strategies. The empirical results of this study were threefold. First, service quality has a direct significant positive effect on relationship quality. Second, customer satisfaction which is a factor in relationship quality was an important indirect parameter influencing the service quality and customer loyalty. Third, higher service quality or trust doesn?t guarantee to result in higher customer loyalty.
