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An ecotourism behavioural model of national forest recreation areas in Taiwan

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Abstract:

This study applied satisfaction as the mediating variable and combined theory of planned behaviour to develop the ecotourism behavioural model for national forest recreation areas in Taiwan. Six national forest recreation areas in different altitude zones were sampled using stratified random sampling. Visitors were randomly sampled and surveyed at national forest recreation area exits using the systematic sampling method. A total of 1 057 valid questionnaires were analyzed. Attitude, subjective norm and perceived behavioural control affected satisfaction directly and behavioural intention and behaviour indirectly. Subjective norm had the strongest affect on satisfaction, followed by perceived behavioural control and attitude. Satisfaction and behavioural intention were significant mediating variables in this behavioural model.

Keywords: Taiwan; ecotourism; national forest recreation areas; satisfaction; theory of planned behaviour

Document Type: Research Article

DOI: http://dx.doi.org/10.1505/ifor.9.3.771

Affiliations: Graduate School of Leisure and Exercise Studies, National Yunlin University of Science and Technology, 123, University Road Section 3, Touliu, Yunlin, Taiwan 640.

Publication date: September 1, 2007

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