Ecotourists' satisfaction and behavioral intention

The objective of this study was to investigate the relationship between ecotourists` environmental attitude, environmental behavior, travel motivation and ecotourists` ecotourism service quality expectation (ECOSERV), performance, satisfaction, and behavioral intention. A model was developed in which environmental attitude, behavior, and travel motivation, ECOSERV, performance and quality of experience were conceptualized as direct antecedents of overall service quality and satisfaction, which influence behavioral intention. Six hypotheses postulating the interrelationships between these seven constructs were tested using multiple regression analysis. Data for the study were collected from 200 ecotourists to Upo Wetland, Korea. Results of this study showed that (1) ecotourists had more preservation attitudes than development attitudes (2) environment friendly buying behavior significantly influenced ecotourism service expectation except responsiveness and eco-tangibles, (3) escaping and educational motivation were significant variables toward the relationship between travel motivations and ecotourism service quality expectation; (4) ecotourists` reliability expectation, assurance expectation, eco-tangibles expectation, and tangibles expectation were significantly related to ecotourists` satisfaction in the relationship between expectation of ecotourism service quality and satisfaction; (5) ecotourists` eco-tangibles experence and tangibles experience were significantly related to ecotourists` satisfaction; (6) there was significant relationship between satisfaction and ecotourists` behavioral intention. It is recommended that developing programs for satisfying ecotourists` escaping and educational motivatio