Sustainable development is a key issue in the 21st Century and ecotourism is an alternative area of sustainable development. Ecotourism marketing is also a part of societal marketing which emphasizes social contributions. This study investigated the factors which affected ecotourist satisfaction and behavioral intentions. The sample for this study was composed of 212 ecotourists who visited the Upo area. This is one of the most well-known educational ecotourism sites in Korea and it has been registered at the Ramsar Convention for the conservation of wetlands since 1998. This study demonstrated that expectation factors did not significantly influence satisfaction. Second, the performance factors of physical attributes, eco-interpretation, eco-experience, and usability did significantly influence satisfaction. Third, the expectation factor of accessibility was significantly related to disconfirmation. Fourth, all performance factors significantly influenced disconfirmation. Fifth, it was found that disconfirmation significantly influenced satisfaction. Finally, satisfaction significantly influenced the intention to revisit and recommend the site to others. Managerial implications and future studies are discussed.

ABSTRACT
  Ⅰ. Introduction
  Ⅱ. Background and Method of Research
  Ⅲ. Results
  Ⅳ. Conclusion
  Ⅴ. References

• Yong-Ho Roh(Upo Wetland Ecological Center)
• Soo-Hyung Lee(Dept. of Business Administration, Kyungpook National University) Corresponding Author
• Hong-Yul Kim(Dept. of Flower Design, Catholic University of Daegu)
• So-Young An(Dept. of Business Administration, Kyungpook National University)
• Sung-Woo Park(Dept. of Business Administration, Kyungpook National University)