An ecotourism behavioural model of national forest recreation areas in Taiwan

SUMMARY 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.