RELATIONSHIP AMONG TOURISM IMAGE, TOURISM BENEFIT, AND BEHAVIOURAL INTENTION OF ECOTOURISM

The improvement of national economic conditions, changes in lifestyle, and development of technology have increased the emphasis on leisure life and activity needs. Moreover, through the promotion of tourism policies, the government has expanded the niche of the leisure industry, making all tourist attractions overcrowded. The development of tourism is accompanied by increasingly fierce competition. Along with the annually increasing number of tourists and overuse of the ecological environment, people realised the importance of co-existence after nature starts to counterattack. Facing the economic benefits and the impact of the ecological environment brought about by the rapid development of tourism, ecotourism, which is different from traditional mass tourism and emphasises sustainable management, has begun to make great progress. This paper takes 354 ecotourists in Fujian province as research objects. The policy implications of the research findings are that local governments and ecotourism businesses should focus on "cultural experience" marketing and adding value and deepening local culture in ecotourism as the promotion strategy.