This study aims to provide useful information in establishing the Hong-do tourism policy by examining the effect of perceived quality values on tourist's satisfaction and behavioral intention.
Through the analysis, the followings were obtained. First, tourist's satisfaction and behavioral intention(revisiting and recommendation) showed different results among groups that received different education. People who received longer education showed lower results in both variables. Also, the revisiting tourist groups showed stronger behavioral intention than the first time tourist groups. Second, we used five value factors - attraction, environment, regional special good, activity and resources, and observed the effects they had on tourist's quality evaluation of Hong-do tourism. Environment was the only factor that had an impact on tourist satisfaction, revisiting intention and recommendation intention. Last of all, we found that tourist's satisfaction had a positive relationship with behavioral intention.
The results show that the need to recognize perceived environmental values is important in improving tourist's satisfaction and behavioral intention. In addition, a strategy on how to achieve the satisfaction of highly educated visitors and first-time comers is needed.