An Empirical Study of Nature-based Ecotourism Motivation on Ecotourism Destination Image and Satisfaction

자연기반 생태관광 동기가 관광지 이미지와 만족에 미치는 영향 : 우포늪 생태관광지를 중심으로

  • Lee, Riu (Dept. of Business Administration, Kyungpook National University) ;
  • Lee, Soo-Hyung (Dept. of Business Administration, Kyungpook National University) ;
  • Moon, Sun-Jung (Dept. of Business Administration, Kyungpook National University)
  • Received : 2015.09.09
  • Accepted : 2015.10.26
  • Published : 2015.11.30


The purpose of this study is to describe how nature-based ecotourism motivation of ecotourists influences destination image and satisfaction of ecotourists. In order to achieve the above purposes, the study carried out a literature study and an empirical analysis. Based on the obtained data through the literature study, the study designed a model for the empirical study. The results of this study are as follows. First, returns to nature, knowledge. fitness and escape as ecotourism motivation of ecotourist had a positive effect on each ecotourism destination image, such as cognitive and affective image. However, effect of novelty on cognitive image for destination had not significant results. Second, ecotourism destination image, such as cognitive and affective image, had a positive effect on ecotourism satisfaction of ecotourists. The results of the article provide implications for strategies for promoting ecotourism destination and suggest some guidelines for the eco-education of tourists.


Supported by : 경북대학교


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