| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 105 === In recent years, ecotourism has become a trend inside the tourism sector of many countries. Given this development, the research motivation is to explore the impact of ecotourist’s environmental attitude on perceived value and satisfaction towards the travel destination. Research interest was also on how the ecotourist’s personal inclination towards green behavior, as expressed through his/her willingness to recycle, would impact perceived value and satisfaction towards the eco destination. A questionnaire survey was conducted among 200 ecotourists. SPSS and regression analysis were used to test the hypotheses. The findings show that 1) the tourist’s general environmental attitude and willingness to recycle are both positively related to perceived value of the travel destination, 2) perceived value is positively related to satisfaction with the travel destination. Further, a mediation test shows that tourist’s general environmental attitude and willingness to recycle can also directly impact traveler’s satisfaction. The study concludes with managerial implications and suggestions on how to enhance traveler’s overall satisfaction with the eco destination.
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