부산대학교 도서관

This research aims to investigate the influence of Eco destination choice attributes and environmental responsibility on tourism destination image and behavioral intention. in this study, 6 hypotheses based on literature reviews were employed. Questionnaire was also developed based on the previous study and data were collected in Jeju island on Chinese tourists. Three Eco Dimensions of destination choice attributes which are 'Return to Nature', 'Environmental interpretationof Ecotourism', 'Eco experience and learning' were identified form factor analysis. Also the environmental responsibility was identified form factor analysis. Then the data and hypotheses were examined using structural equation modeling(SEM) by AMOS 18.0. The resultsare as follows.Firstly, 'return to nature', 'environmental interpretation ofecotourism', 'eco experience and learning' as Eco destination choice attributes had a positive effect on cognitive image. However, 'environmental interpretation of ecotourism' and 'eco experience and learning' about affective image had not significant results. Secondly,the environmental responsibility had an effect on each ecotourism destination image. Thirdly, ecotourism destination image, such as cognitive image and affective image, had a positive effect on loyalty.The results of the articles provide implications for potential marketing strategies for promoting ecotourism destination. Therefore, the limitations of research and directions of future research are suggested.