| Summary: | 碩士 === 國立臺灣海洋大學 === 河海工程學系 === 93 === ABSTRACT
The objective of this study was to investigate the service quality expectations of the ecotourists in ChiGu Area. Factor analysis revealed five service dimensions: assurance, reliability, responsiveness, empathy, and tangibles. Ecotourists showed a hierarchy of dimensions relating to ecotourists business, the most important being reliability and the least important being assurance.This study has found that the service quality expectations of the ecotourists were classified into five dimensions, named as: “ecological experience”, “environmental monitor”, “interpretation service”, “local images” and “ecological amenities”. And the major types of visitors can be classified into four types: type of environmental participation , the type of local interest, the type of knowledge exploration and the type of natural wonder. It was also found that ecological amenities service was significantly related to visitors’ satisfaction in Ecotour in ChiGu Area. Based on the results of the study, suggestions are proposed regarding marketing planning for Ecotourism’ Service Quality.
Keywords: Ecotourism, Service Quality
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