Exploring the relationship between ecotravel experience, peeceived value, and satisfaction - the moderating role of environmental attitude

• Main Authors: KO,TZU-YIN, 柯慈瑩
• Other Authors: CHIU,YEN-TING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7wqq58

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士班 === 106 === Due to the growing emphasis on environmental issues by the general public, ecotourism has become a new wave and has swept the world. According to the statistics of the International Ecotourism Association, since the early 1990s, the ecotourism industry has seen a substantial increase, growing by 20% to 34% annually. This shows that ecotourism will be the trend of future generations. In the past, ecotourism research focused on perceived value and satisfaction, and less on the role of environmental attitude. This study will explore the relationship between destination experience, perceived value, and satisfaction when visitors engage in eco-tourism experiences from the perspective of consumers, and whether environmental attitudes act as interference. Through questionnaires, primary data were collected and 150 valid questionnaires were collected. Hypotheses were verified by descriptive statistics and regression analysis. The results of the study found that tourists' experience of eco-tourism destinations will positively affect perceived value, and in turn positively affect satisfaction. In addition, the perceived value has an intermediary between the destination experience and satisfaction, which means that tourists will form an overall assessment of the attraction through the destination experience. The quality of these evaluations will be weighed against each other in the minds of visitors, and the final results will have indirect effects. In the interference test, environmental attitudes moderate the impact of destination experience on perceived value, on the one hand, and perceived value and satisfaction, on the other hand. This study emphasizes the importance of environmental attitude among eco tourists. Based on the research findings suggestions are provided to actors in the ecotourism industry. Keywords: Ecotourism, Destination Experience, Perceived Value, Satisfaction, Environmental Attitude