| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 103 === With abundunt forest resources, the National Forest Recreation Areas have increased the number of tourists and become one of the Top 10 tourism destinations in Taiwan. Forest recreation area, which provides recreational experiences of the natural ecological resources to tourists, is a main sector. The quality of ecotourism service may also affect tourists’ satisfaction with recreational experiences. In addition to service quality, destination image can be relatively important because previous researches showed that the effect of image on quality while quality may affect tourists’ satisfaction. Hence, understanding the destination image and service quality perception may help predict the furutre behavior intentions of tourists. This study, therefore, aims to determine the relationship between destination image and service quality of the National Forest Recreational Areas, and eventually, to propose suggestions.Tourists of Taipingshan National Forest Recreation Area and Alishan National Forest Recreation Area were targeted to collect information through a questionnaire survey. Research methods was by questionnaires. And the valid questionnaires was 490. Using several analyses, including reliability, description, independent t-test, one-way ANOVA, correlation and regression, were employed, and this study analyzed the data.
And concluded the findings as follows:
1.Taipingshan National Forest Recreation Area had relatively weak cultural environment of destination image.
2.Alishan National Forest Recreation Area had relatively weak social environment of destination image.
3.the National Forest Recreation Areas need to enhance the responsiveness of service quality.
4.promoting cultural, living, and social environments of destination image may help service quality of the National Forest Recreation Areas.
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