STUDY ON THE RELATIONS AMONG TOURISM ENVIRONMENTAL IMAGERY, SERVICE QUALITY, AND REVISIT INTENTION IN ECOTOURISM

摘要

Along with the popularity of environmental awareness, the advance of management in conservative area, and the change in consumer markets, ecotourism, different from traditional mass tourism, has emerged. The tourism environmental imagery of a tourism destination would affect visitors' judgment on the selection of tourism destinations as well as form the expectation of local tourism. Before deciding the tourism consumption, the overall tourism environmental imagery of a tourism destination is a decision reference for visitors selecting tourism activity. Aiming at ecotourism visitors in Guangdong Province, total 500 copies of questionnaire are distributed in this study, and 387 valid copies are retrieved, with a retrieval rate of 77%. The research results show positive relations between: (1) tourism environmental imagery and service quality; (2) service quality and revisit intention, and (3) tourism environmental imagery and revisit intention. According to the results, suggestions are eventually proposed in this study, expecting to understand the ecotourism characteristics in visitors' mind and the successive behaviour so as to enhance the environmental attitudes as well as to provide reference for relevant units to achieve the goal of sustainable development of ecotourism.