Relationships Among Perceived Value, Satisfaction, and Loyalty: Community-Based Ecotourism in Korea

Community-based ecotourism (CBE) is a significant segment of the rapidly growing tourism industry in Korea. This study examines the relationships among perceived value, satisfaction, and destination loyalty of CBE tourists in Korea. Data were collected from 254 visitors (aged 20 years and over) of six CBE villages. The Linear Structural Relationships (LISREL) statistical package was used for the analysis. Confirmatory factor analysis identified four dimensions of perceived value from 14 variables: economic, functional, emotional, and social. Through structural equation modeling (SEM), functional, social, and emotional value was found to have positive effects on overall value. Further, overall value and tourist satisfaction were a significant antecedent of destination loyalty. The empirical results indicate that a varied experiential program must be developed to increase the efficiency of CBE as a sustainable development tool.