EFFECTS OF ENVIRONMENTAL ATTRACTIVENESS AND TOURISM IMAGE COGNITION OF ECOTOURISM ON CUSTOMER SATISFACTION

Rising national income increases leisure time that ecotourism naturally becomes an option for people's tourism. It is considered as the core of tourism marketing to establish environmental attractiveness (tourism motivation) and destination image as well as provide consumers with proper resources and service to satisfy consumer needs. Aiming at ecotourism visitors in Fujian Province, total 480 copies of questionnaire are randomly distributed, and 363 valid copies are retrieved, with a retrieval rate of 76%. The research results show positive and significant effects of: (1) environmental attractiveness on tourism image, and (2) tourism image on customer satisfaction as well as (3) positive effects of environmental attractiveness on customer satisfaction. According to the results to propose suggestions, it is expected to assist ecotourism businesses in constructing skills and strategies to attract visitors in the fiercely competitive ecotourism market.