This paper studies the relationship among store atmosphere, experiential value, consumer emotions and customer satisfaction displayed by tourists in Penghu aquarium. Through the 400 samples were picked out to fill out the questionnaire, 331valid copied were collected. The valid rate is 82.8%. After SEM analysis, we got the following generalization: First of all, the store atmosphere has few effects on customer satisfaction. Secondly, store atmosphere has positive influence on experiential value. Third, store atmosphere has positive influence on consumer emotion. Forth, experiential value has positive influence on customer satisfaction. Fifth, consumer emotion has positive influence on customer satisfaction. Sixth, the experiential value is a mediated factor between store atmosphere and customer satisfaction. The last, the consumer emotion is a mediated factor between store atmosphere and customer satisfaction.