生態旅遊強調旅遊當地的環境、人員與遊客等三者間的相互關係，是近年來相當被重視的一種旅遊型態。隨著綠色環保等觀念逐漸受到重視，近年來生態旅遊更成為旅遊產業重要的訴求之一。另一方面，網際網路的發展早已成為人們生活中最被依賴的媒體之一，其互動性、無國界等特性，更是傳播資訊最重要的媒介之一，因此如何進一步利用網站推廣生態旅遊變成一項重要的課題。本文以Wolfinbarger所提出e-SERVQUAL網站服務品質模式為基礎，發展出3個構面9個評估項目有關生態旅遊網站服務品質量表。分析的結果顯示各量表具有良好的信效度，因素分析的結果也顯示本研究所發展有關生態旅遊的網站服務品質具有良好的配適度。此外，本文也分別針對不同服務品質構面分析與網站使用滿意度的關係，研究的結果可供日後有關生態旅遊網站設計的參考依據。 Ecotourism is responsible travel to fragile, pristine, and usually protected areas that strive to be low impact and (often) small scale (as an alternative to mass tourism). Its purpose is to educate the travelers; provide funds for ecological conservation; directly benefit the economic development and political empowerment of local communities; and foster respect for different cultures and for human rights. Since the 1980s ecotourism has been considered a critical endeavor by environmentalists, so that future generations may experience destinations relatively untouched by human intervention. Several university programs use this description as the working definition of ecotourism. This study based on Wolfinbarger develops the ecotourism web site such as the ＂Information＂, ＂Design＂ and ＂Privacy＂. Research and managerial implications are provided.
