Service Quality,Satisfaction, and Behavioral Intention Among Forest Visitors

Abstract

This study explores the interrelationships between service quality and satisfaction, and their influence on behavioral intention among forest visitors. On-site surveys were conducted in a forest through face-to-face interviews (n = 395). The data were analyzed using structural equation modeling. The findings suggest that service quality is an antecedent of satisfaction and satisfaction plays a mediating role between service quality and behavioral intention. Further, service quality has a direct effect on behavioral loyalty, implying that the effect of service quality on behavioral intention is as important as that of satisfaction. The results of the study provide important theoretical implications to nature-based tourism managers.