Journal of Business & Economic Policy

Recreation Benefit, Recreation Experience, Satisfaction, and Revisit Intention – Evidence from Mo Zai Dun Story Island
Ya-Hui Wang, Yu-Hsiu Wang, Jo-Han Chiu, Jia-Yu Liou, Yu-ShiangYang

Abstract
Ecotourism is a rapidly growing form of tourism today, because it not only benefits the Earth by conserving it, but also provides cultural and economic benefits as well. Mo Zai Dun Story Island is an ecological leisure farm which is the only area in Taiwan that has oxbow lake topography. Thus, this study uses Mo Zai Dun Story Island asan example to investigate the relationships and effects of recreation benefit, recreation experience, satisfaction, and revisit intention through a questionnaire. The research findings show that recreation benefit has a significantly positive impact on revisit intention, but it does not have an indirect impact on revisit intention via satisfaction. Additionally, recreation experience has a significantly positive impact on satisfaction. Satisfaction also has a significantly positive influence on revisit intention. Results of this study can be a reference for authorities and ecotourism practitioners in marketing ecotourism as well as in developing ecotourism programs.

Full Text: PDF