The purpose of this study is to know the perception of tourists while they visit a National Park. Basic aim was to incorporate environmental concerns in the tourism model to know how tourists feel about the environment issues during the visit to the National Park. To develop the research model, Knowledge – Attitude – Behavior (KAB) theory was studied, however the model is not strictly based on that theory, the research model includes wider span of literature review. Taiwan was chosen as the focal point for this study, but the data is obtained from domestic as well as foreign tourists visiting national park in Taiwan.
Structural Equation Modeling technique was used to test the model. Majority of the hypotheses were found proved with 192 respondents’ data. A comparative model based on high and low environmental awareness showed Affective Image to Behavioral Intention relationship proven with high environmental awareness only; whereas Cognitive Image to Behavioral Intention was found negative with the lower level of Environmental Awareness. Another comparative analysis was also made based on domestic and foreign tourists’ perceptions. As a significant result, we found that Taiwanese tourist gives more attention to Service Quality than a foreign tourist. This was concluded based on the relationship between Service Quality and Satisfaction. Major implication of this study is to suggest the Government on what areas of a National Park should they focus to balance the Environment Maintenance and Tourism Development.

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