The effects of eco-service quality (ECOPERF) on behavioural intentions: The mediating role of perceived value and customer satisfaction

This study examined the dimensions of service quality and antecedents of behavioural intentions in the context of ecotourism in Australia. The study used an integrated approach in understanding the perception of service quality (intra-variable) as well as behavioural intentions (inter-variable) by addressing dual objectives (intra/inter-variable approach) in the same study. Data were collected from 4,571 ecotourists in Australia and analysed employing structural equation modelling (SEM). Results showed that the newly developed ECOPERF measure play a vital role in forming the perceptions of service quality for ecotourists in Australia. In addition, all three marketing constructs, service quality, perceived value and customer satisfaction, had a direct and/or indirect positive influence on behavioural intentions. These results provide useful implications for academics and practitioners.