A structural model for examining how destination image and interpretation services affect future visitation behavior: a case study of Taiwan's Taomi eco-village

Abstract

This study examined a behavioral model of community-based sustainable tourism at the Taomi eco-village in Taiwan using variables that included destination image, interpretation services, satisfaction, and the future visitation behavior of tourists; 397 usable questionnaires were collected. The sociodemographic variables and descriptive statistics were analyzed using SPSS 12.0. The structural equation model was analyzed using LISREL 8.70 for Windows, and all the parameters were estimated using the maximum likelihood method. Empirical results indicated that destination image directly and indirectly affects satisfaction and future behavior, respectively; similarly, interpretation services directly impact satisfaction, and indirectly impact future behavior. Moreover, satisfaction significantly affected future visitation behavior and was a significant mediating variable under this behavioral model. Management implications based on the model are suggested for sustainable community-based tourism.