A Study of Recreational Quality on Visitors’ Satisfactions and Behavioral Intentions—The Case of Fenghuang Nature Education Area

• Main Authors: Sheng-Jie Yao, 姚聖潔
• Other Authors: 鄭欽龍
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/53889954055130318709

碩士 === 國立臺灣大學 === 森林環境暨資源學研究所 === 99 === This study examined the major components and relationship of perceived recreation quality on visitors’ satisfactions and behavioral intentions at Fenghuang Nature Education Area by structural equation modeling. The results indicate that perceived recreation quality is mainly composed by the pleasure and enjoyment of richness of natural resources and scenery, satisfaction is composed by meeting the motivation of recreation and visitor’s expectation. Both the relationships of perceived quality to satisfaction and satisfaction to the intention of revisiting and recommendation have significant positive effect, and there is an indirect relationship between perceived quality and the intention through satisfaction. In other words, the higher perceived recreation quality visitors have, the higher satisfaction and the higher positive behavioral intention. For management purposes, the business strategy of Fenghuang natural education area is to enhance its uniqueness so that visitors are closer to nature and understand nature more.