A Study on the Effect of Brand Image on Perceived Value and Repurchase Intention in Ecotourism Industry

Ling-Chuan Huang, Ming Gao, Ping-Fu Hsu

Ekoloji, 2019, Issue 107, Pages: 283-287, Article No: e107081

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Abstract

People are increasing the needs for travel in past years to drive the development of tourism. Such a result causes the damage of natural environment and has tourist attractions lose the attraction to tourists to result in destruction on both environment and managers. To cope with above needs, ecotourism naturally becomes an alternative choice for many people. Aiming at ecotourism, the tourists are distributed 360 copies of questionnaire. Total 267 valid copies are retrieved, with the retrieval rate 74%. The research results summarize significantly positive effects of 1. brand image on perceived value, 2. perceived value on repurchase intention, and 3. brand image on repurchase intention. According to the results, suggestions are proposed, expecting to effectively promote the competitiveness of domestic ecotourism in the tourism market and achieve the objective of sustained-yield management.

Keywords

ecotourism, brand image, perceived value, repurchase intention

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