earticle

영어

This study sought to identify the influence of the physical servicescape of an ecotourism site on the formation of behavioral intention, with a focus on the mediating effect of place image. For the purpose of this paper, we are designed this study to make contributions to reinforcing the research on servicescape which has not been actively analyzed in the ecotourism field. Also, we are designed this study to achieve the research findings and implications for the development of ecotourism destinations. Based on a questionnaire completed by 282 visitors to the study site of Jeju Jeolmul National Recreation Forest, SPSS/WIN 27.0 and AMOS 23 were used to identify the relationships among the physical servicescape, place image and the behavioral intention. Furthermore, the bootstrap analysis was performed to verify the mediating effect of place image on the relationship between physical servicescape and behavioral intention. Based on the empirical findings of this study, we expanded the scope of research on ecotourism destination servicescape by connecting them to the place image and the behavioral intention in the field of ecotourism, where the previous research on servicescape is limited. Furthermore, it is expected that we made significant contributions to the field of ecotourism by suggesting various implications that can present developmental directions for the ecotourism destinations based on an in-depth examination of the physical servicescape.