旅遊業是以環境爲依託的行業，任何人爲的活動對於環境都會造成一定的衝擊，其對環境的破壞力仍不可忽略，均不宜過度開發。鼓勵大眾從事生態旅遊活動是全球的趨勢，生態旅遊是一種兼具遊憩與環境教育的活動，生態旅遊的概念強調環境資源、當地社區與遊客之間的互動，所以生態旅遊觀念的植入，成爲發展觀光的重要課題。本研究以是東埔地區爲例，該區爲生態旅遊的資源基礎不僅包括自然生態環境，而且包括社會文化資源，具有開發生態旅遊得天獨厚的條件。本研究目的主要探討東埔地區生態旅遊品質、知覺價值、滿意度與行爲意向之關係。採問卷調查方式，以便利抽樣法，對到訪東埔地區的遊客進行資料蒐集，共回收218份有效問卷，並對於所收集資料作結構方程式分析。本研究結果顯示生態旅遊品質會正向影響知覺價值及遊客滿意度，以及遊客滿意度會正向影響遊後行爲，知覺價值會正向影響滿意度。

Tourism and the environment are inextricably linked. Any human activity will impact on the environment, Tourism destructive for the environment can not be ignored, are not overexploited. This is a global trend to encourage people to engage in eco-tourism activities. Ecotourism is an activity both recreation and environmental education. The concept of eco-tourism emphasizes environmental resources, community and tourists interaction among. Therefore, the concept of promoting eco-tourism has become an important issue in tourism development. In this study, examples of Tonpo area, eco-tourism resource base in this area, not only includes the natural environment, but also have social and cultural resources. This area has favorable conditions for developing eco-tourism. The main purpose of this study is to investigate eco-tourist's service quality, satisfaction, perceived value and behavior intention of tourism. A structured questionnaire was designed to collect the data form the visitors who have visited the Tonpo area. By means of convenience sampling, a total number of 218 valid samples were obtained. Results indicated a positive impact on the quality of eco-tourism and tourist satisfaction, perceived value and positive impact on tourist satisfaction after travel behavior, perceived value, a positive impact on satisfaction.