Exploring the Relationships Between Service Quality, Visitor Satisfaction, and Behavioral Intentions in Ecotourism: A Case Study of Kinmen National Park, Taiwan

Exploring the Relationships Between Service Quality, Visitor Satisfaction, and Behavioral Intentions in Ecotourism: A Case Study of Kinmen National Park, Taiwan

With the implementation of Taiwan government's tourism policies and the increasing travel demand among local residents, ecotourism has seen a significant rise in popularity. This surge has introduced various challenges related to travel quality, making it crucial to assess and improve the ecotourism experience. Against this backdrop, this study delves into an examination of Kinmen National Park, scrutinizes key ecotourism initiatives in Taiwan, and investigates the dimensions of service quality, visitor satisfaction, and post-travel behavioral intentions. The research involves a comprehensive analysis of how tourists perceive the quality of services provided at Kinmen National Park compared to their initial expectations. Data were collected through surveys and interviews, focusing on several aspects of service quality, including reliability, responsiveness, and empathy. The findings reveal a significant discrepancy between tourists' anticipated service quality and the quality they actually perceive. Interestingly, tourists consistently rate the perceived service quality as significantly higher than their expectations, indicating a positive surprise element in their experience. Furthermore, the study explores tourists' overall satisfaction with the services offered and their behavioral intentions following their visit. The results show that tourists express high levels of satisfaction with the overall service quality, which in turn fosters a strong inclination toward revisiting the destination. Additionally, many tourists are enthusiastic about recommending Kinmen National Park to others, thereby encouraging participation in ecotourism. The implications of these findings are profound, suggesting that maintaining and exceeding service quality expectations can significantly enhance visitor satisfaction and promote positive behavioral intentions. This study provides valuable insights for policymakers and ecotourism managers aiming to improve service quality and sustain the growth of ecotourism in Taiwan.