An Analysis of Tourists’ Satisfaction with Ecotourism in Chukryeongsan Recreational Forest
Article information
Abstract
Background and objective
This study aimed to suggest appropriate directions for ecotourism in recreational forest by examining the relationship among ecotourism selection attributes, leisure satisfaction and quality of life (QoL).
Methods
First, exploratory factor analysis was conducted to identify the key determinants of ecotourism selection attributes, leisure satisfaction and QoL in Chukryeongsan Recreational Forest. Second, confirmatory factor analysis was conducted to assess the goodness-of-fit of the proposed research model. Third, the hypotheses of relationships among ecotourism selection attributes, leisure satisfaction, and QoL were tested using structural equation modeling.
Results
Ecotourism selection attributes—educational effect, ecological exploration facilities, convenience facilities —had significant effects on tourists’ leisure satisfaction, with the exceptions of forest therapy and natural scenery. Additionally, certain ecotourism selection attributes, including educational effect, forest therapy, natural scenery, were positively correlated with tourists’ QoL, whereas ecological exploration facilities and convenience facilities showed no significant correlation. Furthermore, tourists’ leisure satisfaction was found to be positively associated with QoL.
Conclusion
The findings suggest that sufficient exploration infrastructure and environmental interpretation are essential for advancing leisure satisfaction. Moreover, the effects of forest therapy and environmental education in recreational forests are necessary to improve QoL by promoting an active and healthy lifestyle. Highly satisfying leisure experiences can revitalize individuals, infusing their lives with renewed energy and vitality, and ultimately contributing to a healthier QoL.
Introduction
In recent years, in conjunction with a shift toward a back-to-nature paradigm and the growing interest in environmentally friendly tourism, the number of tourists visiting forest-based recreation facilities—such as recreational forests and arboreta—has been rapidly increasing (Kim et al., 2007). Moreover, family visitation has increased substantially, as parents increasingly accompany their children for educational activities, including nature study and ecological experiences. In fact, the number of recreational forests in South Korea expanded markedly from 52 sites accommodating 2,079,148 visitors annually in 1995 to 197 sites—comprising 46 national, 127 public, and 24 private facilities—with a total of 19,288,909 annual visitors in 2023. This growth has established recreational forests as one of the most popular forms of forest-based leisure spaces nationwide. Similarly, arboreta have undergone significant quantitative expansion since the establishment of the Seoul National University (SNU) Gwanak Arboretum in 1967, increasing from 23 sites in 1995 to 73 sites in 2023, including 4 national, 37 public, and 32 private arboreta (Korea Forest Service, 2024).
In particular, recreational forests—first introduced with the opening of the Yumyeongsan Natural Recreational Forest in 1988—were developed to support the multifunctional management of forest resources, encompassing public health, recreation, emotional well-being, and forest education. These forests function not only as outdoor leisure and recreational spaces for overnight stays but also as resource-dependent ecological resorts (Park, 2009). Recently, the significance has been increasingly recognized for providing urban residents with opportunities to escape the complexities and stress of daily city life while promoting well-being, health promotion, physical and mental recovery in pristine natural settings, and offering various environmental education programs (Han, 2006; Kim, 2010; Kim, 2011).
Meanwhile, the assessment and analysis of visitor satisfaction in ecotourism have gained increasing importance. This reflects a growing recognition that ecotourism can contribute to environmental conservation by promoting responsible behavioral changes among tourists through the anticipation and management of their actions. Furthermore, by delivering services that align with visitors’ expectations, ecotourism destinations can encourage repeat visitation, thereby supporting the sustainable operation of ecotourism enterprises and contributing to the revitalization of local economies. Consequently, a comprehensive analysis of visitor satisfaction has become a critical component of ecotourism research. Notably, ecotourists tend to stay longer and engage more actively in experiential activities than general tourists, resulting in average expenditures approximately 10–30% higher than those of conventional tourists. This pattern generates substantial economic spillover effects for local communities and directly supports sustainable tourism development. In addition, as visitation to recreational forests—key venues for ecotourism—has increased significantly, demand for more diversified and differentiated service quality at these destinations has likewise intensified (Moon, 2009a). Accordingly, this study was undertaken to address the need for research that identifies the key determinants influencing tourists’ preferred ecotourism selection attributes—particularly those affecting services in recreational forests—and to provide implications for enhancing ecotourism service quality.
Against this backdrop, this study aimed to analyze visitor satisfaction with ecotourism in recreational forests, taking Chukryeongsan Recreational Forest as a case study and employing a structural equation modeling (SEM) approach. Based on the findings, this study sought to provide foundational data for improving service quality in recreational forests. To achieve this objective, the study was conducted in the following stages. First, it examined the effects of ecotourism selection attributes in recreational forests on visitors’ leisure satisfaction. Second, it analyzed the influence of these selection attributes on visitors’ quality of life (QoL). Third, it investigated the relationship between leisure satisfaction and QoL as perceived by visitors through their experiences in recreational forests.
In particular, this study has distinct significance in comparison with previous research, which has largely focused on the effects of ecotourism selection attributes on visitor satisfaction and behavioral intentions. In contrast, this study emphasizes the structural relationships among ecotourism selection attributes, leisure satisfaction, and QoL, with a specific focus on identifying which attributes function as key determinants of leisure satisfaction and QoL.
Through this research process, by empirically verifying the interrelationships among ecotourism selection attributes, leisure satisfaction, and QoL in the context of the Chukryeongsan Recreational Forest, this study is expected to contribute to the development of ecotourism services that better reflect visitors’ diverse expectations and levels of satisfaction.
Research Methods
Theoretical Background
Ecotourism Selection Attributes
Ecotourism has emerged as a practical alternative to conventional mass tourism, which has frequently been criticized for its adverse social and environmental impacts. As a form of alternative tourism, ecotourism has increasingly been recognized as an optimal and viable strategy for achieving sustainability. In particular, the World Tourism Organization (UNWTO) and the United Nations Environment Programme (UNEP) define ecotourism not only as one of the most effective means of implementing the principles of sustainability, but also as a specialized form of tourism that pioneered the integration of educational approaches aimed at enhancing environmental values within the tourism sector (Epler, 2002).
Over time, the concept and fundamental principles of ecotourism have been defined in various ways by scholars and institutions. Generally, the core principles of ecotourism can be summarized as follows: (1) contributing to the conservation of the natural environment; (2) providing economic, social, and cultural benefits to local communities; (3) promoting the active participation of local residents in ecotourism initiatives; (4) offering direct experiences with nature; (5) enhancing ecotourists’ environmental values through environmental interpretation; and (6) minimizing negative impacts on local communities. As a form of special interest tourism (SIT) that seeks to foster environmental awareness among tourists through distinctive experiences in natural settings, ecotourism places emphasis on both the attributes influencing tourists’ selection of ecotourism destinations and the diverse attractions of those destinations (Moon, 2009b).
A review of previous studies on ecotourism selection attributes reveals several key trends. Kim and Choi (2013) identified eight attributes of ecotourism selection in fishery experience villages: accessibility, information provision, programs, locality, naturalness, convenience, management, and services. Park and Lee (2022) proposed four dimensions of ecotourism selection attributes within the Demilitarized Zone (DMZ): nature, education, adventure, and relaxation. Using the Importance–Performance Analysis (IPA) technique, Ko (2025) examined the effects of ecotourism selection attributes on ecotourist satisfaction and behavioral intentions in the Geomunoreum area of Jeju Island. The study classified five major attribute categories: tourism resources and environmental conditions; information provision and guiding services; experiential elements and programs; facility management and accessibility; and operational and managerial service quality.
In addition, a number of previous studies have investigated evaluation indicators of ecotourism attractiveness or visitor satisfaction in recreational forests and arboreta. Han (2006) examined the structural relationships between visitor satisfaction and revisit intention at Unmunsan National Recreational Forest, applying the expectation–disconfirmation theory. Cracolici and Nijkamp (2008), as well as Edward and George (2008), analyzed tourism development cases in southern Italy and the state of Kerala, India, respectively, from the perspective of destination attractiveness. Jeon and Sim (2010) identified key determinants influencing visitor satisfaction across 33 national recreational forests and explored the structural relationship between satisfaction and loyalty. Sim and Lee (2010) further examined the effects of visitor satisfaction on behavioral intentions in national recreational forests.
Accordingly, this study derives its analytical variables from prior research on ecotourism selection attributes (Kim and Choi, 2013; Park and Lee, 2022; Ko, 2025) and from studies addressing evaluation indicators of ecotourism site attractiveness in settings such as recreational forests and arboreta (Han, 2006; Cracolici and Nijkamp, 2008; Edward and George, 2008; Jeon and Sim, 2010; Sim and Lee, 2010).
Leisure Satisfaction
Leisure satisfaction can be defined as a psychological state that emerges from expectations regarding leisure activities and the perceived value obtained after participation. In other words, it refers to a positive subjective perception formed as a result of visitors’ choices in leisure activities. Moreover, depending on the type of leisure activity, the subjective emotions derived from participation may manifest in various forms, such as improvements in physical health, the development of educational effect, or enhancements in overall QoL.
According to Beard and Ragheb (1980), leisure satisfaction comprises six sub-dimensions: physical, psychological, educational, social, environmental, and relaxational. Among these, the psychological factor represents the satisfaction gained from feelings of QoL, subjective happiness, and self-efficacy derived through leisure experiences. Thus, leisure satisfaction can be regarded as a critical variable that determines individuals’ subjective well-being and overall QoL.
Consistent with this, previous studies have also identified the influence of leisure satisfaction on QoL. Song et al. (2015), in their study of middle-aged and older women participating in line dancing, examined the relationships among leisure satisfaction, self-esteem, and QoL. Their findings showed that the health-related factors of leisure satisfaction had significant effects on quality-of-life sub-variables, including satisfaction with daily life, psychological well-being, and satisfaction with the surrounding environment. Similarly, Noh et al. (2019) investigated the relationships among leisure satisfaction, self-esteem, and QoL among college students and found that the emotional satisfaction and self-actualization components of leisure satisfaction had significant positive effects on QoL. In addition, Shin (2021) verified that leisure satisfaction—depending on exercise disturbance factors—had a significant effect on health-related QoL among members of sports-for-all clubs using sports facilities. Furthermore, Kang (2025) demonstrated that leisure satisfaction derived from wellness tourism experiences provided cognitive healing experiences, which in turn positively influenced tourists’ QoL and subjective well-being.
Therefore, based on the physical, psychological, and social dimensions among the six sub-factors proposed by Beard and Ragheb (1980), this study derived its variables by referring to prior research examining the relationships among leisure satisfaction, life satisfaction, and QoL (Goo and Kim, 2013; Heo, 2017; Shin, 2021; Kang, 2025).
Quality of Life
Quality of life (QoL) is a universal value that broadly reflects an individual’s level of satisfaction and sense of fulfillment derived from life experiences. From a multidimensional perspective, however, QoL is understood as a more complex and comprehensive concept that encompasses both satisfaction and functional performance across various domains of life. Accordingly, QoL includes overall life satisfaction across multiple dimensions—such as physical health, psychological state, social well-being, and economic conditions (Uysal et al., 2016).
Meanwhile, appropriate research methods and criteria for measuring QoL should be selected in accordance with the specific perspective being adopted to ensure accurate and reliable outcomes. This consideration is necessary because the concept of QoL comprises not only objective factors, such as social and environmental conditions, but also subjective components, including individuals’ emotional well-being and psychological satisfaction (Park, 2022). In academic discourse, QoL is commonly categorized into objective and subjective components. Objective indicators typically include economic status, social living conditions, and family environment, whereas subjective indicators reflect an individual’s mental, emotional, and psychological satisfaction. When the subjective dimension of QoL is emphasized, psychological indicators such as subjective happiness, life achievement, self-esteem, and positive affect are frequently employed.
With regard to trends in previous research, Lee et al. (2021) examined the relationships among work–life balance perception, leisure satisfaction, job satisfaction, welfare system satisfaction, and QoL among employees in deluxe hotels. Their findings indicated that leisure satisfaction had a significant positive effect on QoL. Similarly, Koo and Lee (2021) found that the flow experiences of adventure tourists participating in risk-involved recreational activities positively influenced overall QoL through satisfaction and psychological well-being. Furthermore, Park (2022), in a study of scuba diving participants, analyzed the structural relationships among marine leisure tourism experiences, perceived enjoyment, and QoL, demonstrating that marine leisure experiences exerted significant effects on both perceived enjoyment and QoL.
Based on these findings, this study focuses on the subjective dimension of QoL rather than adopting a multidimensional approach that incorporates various objective factors. Drawing on prior research that emphasizes the mental and psychological aspects of QoL, relevant variables were selected accordingly (Kim, 2019; Lee et al., 2021; Koo and Lee, 2021; Park, 2022).
Research Methods
The study area, Chukryeongsan Recreational Forest, is located on Mt. Chukryeongsan, which lies along the boundary between Jangseong-gun in Jeollanam-do and Gochang-gun in Jeollabuk-do, South Korea. This mountainous region covers approximately 1,148 hectares of dense evergreen forest and contains an estimated 2.5 million trees, primarily 40–50-year-old hinoki cypress (Chamaecyparis obtusa (Siebold and Zucc.) Endl.) and Japanese cedar (Cryptomeria japonica (Thunb. ex L. f.) D. Don). In particular, the Jangseong Hinoki Cypress Forest (also known as Chungnyeongsan Cypress Forest), located in Moam-ri, Seosam-myeon, Jangseong-gun, has been widely publicized as an ideal destination for phytoncide-based forest bathing and attracts numerous domestic and international visitors. With the aim of promoting public health and preventing disease through the therapeutic and medical benefits of the Jangseong Hinoki Cypress Forest, the National Jangseong Healing Forest was established by the Korea Forest Service between 2009 and 2010. Covering a total area of 378 hectares, the forest is predominantly composed of hinoki cypress and Japanese cedar, which together account for approximately 88% of the tree species composition, highlighting its outstanding potential for forest therapy. At present, the Chukryeongsan Old Trail extends over 10.2 km and comprises four themed healing trails: the Sky Forest Trail, Health Forest Trail, Forest Scent Trail, and Oxygen Forest Trail. The area is equipped with a range of forest therapy facilities, such as a Forest Therapy Field, Hinoki Chip Road, Sky-Gazing Rest Area, Wetland Deck, and Meditation Shelter. In addition, guidance and convenience facilities for ecotourism—including an information center, forest trail signboards, observation decks, and outdoor decks—are well maintained to support visitor use.
Recently, the Jangseong Hinoki Cypress Forest has gained increasing recognition not only as a model site for forest management research visited by forestry scholars and government officials, but also as an ecological learning venue for youth and a popular filming location for movies such as The Tae Baek Mountains and The Harmonium in My Memory. Since its opening in 2010, when visitor numbers totaled approximately 73,000, the forest’s reputation as one of South Korea’s leading forest therapy destinations has led to a substantial increase in visitation. Annual visitor numbers rose to approximately 170,000 in 2023 and further to about 190,000 in 2024, representing an overall increase of 160.3%. As the Jangseong Hinoki Cypress Forest has developed into a premier destination for forest recreation and ecotourism— where visitors seek stress relief and health benefits through phytoncide-rich forest bathing—it was considered an appropriate site for examining visitor satisfaction with forest-based ecotourism. Accordingly, this forest was selected as the study area for the present research (see Fig. 1).
Chukryeongsan recreational forest.
Source. https://www.jangseong.go.kr.
The survey for this study was conducted from April 10 to 13, 2025, targeting visitors to Chukryeongsan Recreational Forest on both weekdays and weekends. A systematic random sampling method was employed, whereby four trained surveyors distributed questionnaires to visitors descending the hinoki cypress forest trail near the information center at predetermined sampling intervals. A self-administered survey approach was used: surveyors first explained the purpose of the study, provided instructions for completing the questionnaire, and highlighted important considerations, after which respondents completed the questionnaire independently. In total, 210 questionnaires were distributed. After excluding incomplete or unreliable responses, 198 valid questionnaires were retained for the final analysis, yielding a response rate of 94.3%.
The questionnaire comprised a total of 32 items: 20 items measuring visitors’ perceived ecotourism selection attributes in Chukryeongsan recreational forest (see Table 3 for the variables), 3 items assessing leisure satisfaction, 3 items evaluating QoL (see Table 3 for the variables), and 6 items capturing respondents’ demographic characteristics. The ecotourism selection attribute items covered dimensions such as the attractiveness of the natural environment, forest therapy effects, ecological exploration (including facilities, experiential programs, and trails), environmental interpretation, guidance and convenience facilities, accessibility, and perceived crowding. Items related to ecotourism selection attributes, leisure satisfaction, and QoL were measured using an interval scale based on a five-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). In contrast, nominal scales were employed to measure demographic characteristics (see Table 1).
Results of confirmatory factor analysis and reliability analysis
Survey method
Statistical analyses were conducted using SPSS version 23.0 and AMOS version 23.0. First, confirmatory factor analysis (CFA) was performed to assess the validity and goodness of fit of the proposed research model examining ecotourism selection attributes in Chukryeongsan Recreational Forest, leisure satisfaction, and QoL. The internal consistency reliability of the measurement items was evaluated using Cronbach’s α coefficients, with values greater than 0.60 considered acceptable in statistics. Convergent and discriminant validity were further examined by calculating the average variance extracted (AVE) and construct reliability (CR) for each latent construct. Second, structural equation modeling (SEM) was employed to test the hypothesized relationships among visitors’ ecotourism selection attributes in Chukryeongsan Recreational Forest, leisure satisfaction, and QoL.
Hypothesis Development
This study was grounded in the assumption that there are significant and reciprocal effects among tourists’ perceived ecotourism selection attributes in Chukryeongsan Recreational Forest, leisure satisfaction and QoL. Based on this premise, the study established three research hypotheses to examine: (H1) the relationships between five ecotourism selection attributes—educational effect, forest therapy, ecological exploration facilities, natural scenery, and convenience facilities—and leisure satisfaction; (H2) the relationships between these ecotourism selection attributes and quality of life; and (H3) the relationship between tourists’ perceived leisure satisfaction and quality of life (see Fig. 2).
Research model.
Prior research has suggested that specific types of tourism experiences affect leisure satisfaction across multiple dimensions, including physical, psychological, educational, social, environmental, and relaxational aspects, as proposed by Beard and Ragheb (1980). For example, Lee (2023) found that in the context of traditional Korean housing (hanok) lodging experiences, selection attributes such as convenience, cleanliness, service quality, atmosphere, and the surrounding environment significantly affected leisure satisfaction.
In particular, ecotourism, as defined by its fundamental principles, provides tourists with unique experiences through direct and intimate interactions with natural ecosystems in pristine environments. Such engagement not only promotes physical health, educational growth, and emotional well-being, but also fosters greater environmental awareness. These effects suggest that ecotourism can positively influence leisure satisfaction across multiple dimensions. Previous research supports this notion. For instance, Park and Lee (2022) found that the selection attributes of DMZ ecotourism— namely nature, education, adventure, and relaxation —significantly affect leisure satisfaction. Building on these findings, this study established the following hypothesis regarding the relationship between ecotourism selection attributes in Chukryeongsan Recreational Forest and leisure satisfaction:
Hypothesis 1 (H1): Ecotourism selection attributes in Chukryeongsan Recreational Forest significantly affect leisure satisfaction
Hypothesis 1-1 (H1-1): Educational effect significantly impacts leisure satisfaction.
Hypothesis 1-2 (H1-2): Forest therapy significantly impacts leisure satisfaction.
Hypothesis 1-3 (H1-3): Ecological exploration facilities significantly impact leisure satisfaction.
Hypothesis 1-4 (H1-4): Natural scenery significantly impacts leisure satisfaction.
Hypothesis 1-5 (H1-5): Convenience facilities significantly impact leisure satisfaction.
Similar to its influence on leisure satisfaction, ecotourism fosters responsible behavior among tourists by promoting close interactions with the natural environment, thereby enhancing their overall QoL, including subjective well-being, life satisfaction, and self-esteem. Previous studies have also shown that tourists’ motivations for visiting ecotourism destinations significantly influence their QoL, with effects varying according to lifestyle characteristics (Kim et al., 2007; Kim et al., 2009). Furthermore, Kim and Kim (2015) reported that ecotourism motivation factors—namely exploration, social interaction, affinity with nature, and emotional refreshment—positively affect the QoL of ecotourism participants. Drawing on these findings, this study proposed the following hypothesis regarding the relationship between ecotourism selection attributes and tourists’ QoL.
Hypothesis 2 (H2): Ecotourism selection attributes in Chukryeongsan Recreational Forest significantly affect tourists’ quality of life.
Hypothesis 2-1 (H2-1): Educational effect significantly impacts quality of life.
Hypothesis 2-2 (H2-2): Forest therapy significantly impacts quality of life.
Hypothesis 2-3 (H2-3): Ecological exploration facilities significantly impact quality of life.
Hypothesis 2-4 (H2-4): Natural scenery significantly impacts quality of life.
Hypothesis 2-5 (H2-5): Convenience facilities significantly impact quality of life.
In recent years, particularly among younger generations, there has been a growing tendency to engage in active and self-directed leisure activities, such as “small but certain happiness” (sohwakhaeng) and YOLO (You Only Live Once), reflecting a desire for physical and psychological enrichment and an overall improvement in QoL. This suggests that leisure satisfaction perceived through various leisure activities is an important variable that affects work-life balance and QoL.
These findings are consistent with previous studies. Lee et al. (2021) examined the relationship between perceived work–life balance and QoL and reported that leisure satisfaction had a significant impact on both work–life balance and multiple dimensions of QoL, including work, leisure, and family life. In addition, Noh et al. (2019) verified that leisure satisfaction has a significant effect on QoL among college students, Shin (2021) reported similar findings among participants in community sports clubs, and Kang (2025) confirmed this relationship among wellness tourists. Based on this body of literature, this study posited that leisure satisfaction experienced by tourists in ecotourism destinations would have a significant effect on their QoL, focusing on the relationship between leisure satisfaction and QoL.
Hypothesis 3 (H3): Tourists’ leisure satisfaction significantly affects their quality of life.
Results and Discussion
Demographic Characteristics of Respondents
The gender distribution of respondents showed a slightly higher proportion of females (54.5%) than males (45.5%). In terms of age, respondents in their 50s constituted the largest group (40.9%), followed by those in their 40s (30.3%). This distribution may reflect the high visitation rate of middle-aged and older adults who pursue health and wellness benefits through hiking activities in Chukryeongsan Recreational Forest, which has recently gained popularity for its extensive cypress forests. Regarding educational attainment, individuals holding a college degree represented the majority of respondents (59.1%). Monthly income levels were relatively evenly distributed across categories, with the largest proportion reporting earnings between 2 million and 3 million KRW (33.3%). With respect to occupation, professionals and technical workers comprised the largest group (23.7%), followed by office and managerial employees (16.2%). Notably, full-time homemakers accounted for a considerable share (21.7%). In terms of residential distribution, given that Chukryeongsan Recreational Forest is located in Jangseong-gun, Jeollanam-do, a majority of visitors originated from neighboring large cities, particularly Gwangju Metropolitan City (52.0%) and Jeollanam-do (26.8%) (Table 2).
Respondents’ demographic characteristics
Validity and Reliability Analysis
To assess the validity of the proposed research model, a confirmatory factor analysis (CFA) was performed. Prior to the CFA, an exploratory factor analysis (EFA) was conducted on the ecotourism selection attributes in Chukryeongsan Recreational Forest. The EFA identified five factors with eigenvalues equal to or greater than 1: educational effect (eigenvalue = 3.158), forest therapy (2.881), ecological exploration facilities (2.742), natural scenery (2.445), and convenience facilities (2.082). The results of the CFA indicated that the measurement model demonstrated an acceptable level of fit. Except for the chi-square statistic (CMIN = 640.351, df = 278, p = .000), all other goodness- of-fit indices satisfied the commonly accepted criteria: CMIN/DF = 2.303 (criterion ≤ 3), RMR = 0.046 (criterion ≤ 0.05), NFI = 0.920 (criterion ≥ 0.90), TLI = 0.969 (criterion ≥ 0.90 ), CFI = 0.928 (criterion ≥ 0.90), and RMSEA = 0.051 (criterion ≤ 0.08). These results confirm that the measurement model provides a good fit to the data. Reliability was assessed using internal consistency measures. Cronbach’s α coefficients ranged from 0.783 to 0.953, exceeding the acceptable threshold of 0.60 adopted in this study, thereby confirming satisfactory reliability for all constructs (Table 3).
The validity of the measurement model was assessed in terms of convergent and discriminant validity. Convergent validity was assessed using average variance extracted (AVE; criterion ≥ 0.5), construct reliability (CR; criterion ≥ 0.7), standardized factor loadings (criterion ≥ 0.6), and the statistical significance of the critical ratios (C.R.). All standardized factor loadings exceeded 0.6, and all critical ratios were statistically significant. AVE values ranged from 0.546 to 0.918, exceeding the recommended threshold of 0.5, while CR values ranged from 0.827 to 0.971, surpassing the recommended value of 0.7. These results indicate that the measurement model exhibits satisfactory convergent validity. Discriminant validity was assessed by comparing the squared correlation coefficients between constructs with their corresponding AVE values. Discriminant validity was considered established when the AVE for each construct exceeded the squared correlation coefficient between any pair of constructs. In this study, all AVE values were greater than 0.542, the squared value of the highest correlation coefficient observed between the educational effect and convenience facilities (r = 0.736), indicating adequate discriminant validity of the measurement model (Table 4).
Results of convergent and discriminant validity analysis
Hypothesis Testing
The goodness-of-fit indices for the structural equation model were as follows: CMIN/DF = 2.303 (criterion ≤ 3), RMR = 0.046 (criterion ≤ 0.05), NFI = 0.920 (criterion ≥ 0.9), TLI = 0.969 (criterion ≥ 0.9), CFI = 0.928 (criterion ≥ 0.9), and RMSEA = 0.051 (criterion ≤ 0.08). These results indicate that the proposed model demonstrates an acceptable level of fit.
Among the ecotourism selection attributes in Chukryeongsan Recreational Forest, educational effect (β = 0.384, p < .1), ecological exploration facilities (β = 0.226, p < .05), and convenience facilities (β = 0.989, p < .01) had a significant positive effect on leisure satisfaction. In contrast, forest therapy (β = −0.008, p > .1) and natural scenery (β = 0.088, p > .1) did not exert a significant effect. These findings suggest that visitors’ expectations regarding environmental interpretation and exploration infrastructure contribute to higher perceived leisure satisfaction in Chukryeongsan Recreation Forest. Conversely, the motives of physical and mental healing or the aesthetic appeal of the natural scenery do not appear to significantly influence leisure satisfaction derived from recreational activities. Accordingly, Hypotheses 1-1, 1-3, and 1-5 were supported, whereas Hypotheses 1-2 and 1-4 were not supported.
Educational effect (β = 0.414, p < .1), forest therapy (β = 0.525, p < .1), and natural scenery (β = 0.062, p < .01) were found to have significant positive effects on QoL. In contrast, ecological exploration facilities (β = −0.008, p > 0.1) and convenience facilities (β = 0.071, p > .1) did not exhibit statistically significant effects. These findings suggest that the therapeutic benefits provided by the pristine forest ecosystem, along with the educational effect of environmental knowledge, promote a healthier lifestyle and positively influence visitors’ overall QoL. Conversely, ecological exploration and convenience facilities appear to have limited impact on tourists’ psychological well-being, emotional satisfaction, or subjective sense of well-being. Accordingly, Hypotheses 2-1, 2-2, and 2-4 were supported, whereas Hypotheses 2-3 and 2-5 were not supported.
Finally, leisure satisfaction experienced by visitors at the ecotourism site (β = 0.696, p < .01) was found to have a significant positive effect on QoL, thereby supporting Hypothesis 3. This finding indicates that higher levels of satisfaction derived from positive leisure experiences in ecotourism settings contribute to a revitalized and more fulfilling QoL (Table 5, Fig. 3).
Results of hypothesis testing
Results of hypothesis testing.
To further examine the total, direct, and indirect effects among the study variables, a path analysis was conducted. The results revealed that, with the exception of convenience facilities, no statistically significant indirect effects were observed for the remaining factors. The indirect effect of convenience facilities on QoL was statistically significant (β = 0.688, p < .05). In terms of total effects, educational effect (β = 0.681, p < .1), convenience facilities (β = 1.213, p < .01), and leisure satisfaction (β = 0.696, p < .1) showed significant positive influences on QoL (Table 6).
Results of tests of total, direct, and indirect effects
Conclusion
This study aimed to analyze tourist satisfaction with ecotourism in Chukryeongsan Recreational Forest and based on this analysis, to provide fundamental data for improving the quality of services in recreational forests. Through the research process, the study elucidated the structural relationships among ecotourism selection attributes, leisure satisfaction, and quality of life (QoL). These findings are expected to contribute to developing ecotourism services that better reflect tourists’ diverse expectations and satisfaction levels.
In particular, this study noted that although previous research has primarily analyzed the effects of ecotourism selection attributes on tourist satisfaction and behavioral intentions, few studies have examined the relationships among ecotourism selection attributes, leisure satisfaction, and QoL. Furthermore, this study distinguishes itself from prior research by identifying which specific factors among the ecotourism selection attributes influence leisure satisfaction and QoL.
First of all, a factor analysis was conducted on the selection attributes of ecotourism at Chukryeongsan Recreation Forest, from which five factors were derived: “educational effect,” “forest therapy,” “ecological exploration facilities,” “natural scenery,” and “convenience facilities.” Based on these factors, hypothesis testing was conducted to examine the structural relationships among ecotourism selection attributes, leisure satisfaction, and QoL.
The results of the hypothesis testing using structural equation modeling are as follows. First, among the ecotourism selection attributes in Chukryeongsan Recreational Forest, educational effect, ecological exploration facilities, and convenience facilities were found to have significant effects on leisure satisfaction, whereas forest therapy and natural scenery did not show significant effects. Previous studies, such as Park and Lee (2022), have reported that ecotourism influences leisure satisfaction across various dimensions, and the results of this study are consistent with these findings. However, the results also indicate that the effects of specific ecotourism selection attributes on leisure satisfaction may differ depending on the regional characteristics of Chukryeongsan Recreational Forest. In other words, visitors’ expectations for leisure satisfaction when visiting Chukryeongsan Recreational Forest appear to be primarily associated with environmental interpretation and exploration-related infrastructure. Therefore, to maximize visitors’ leisure satisfaction through ecotourism in recreational forests, it is essential to enhance visitor infrastructure that supports diverse leisure and recreational activities in natural environments. This includes the development of well-designed trekking routes and ecological trails, as well as the establishment of comprehensive environmental interpretation infrastructure—such as informative interpretive signage and professionally trained guides— that delivers educational and meaningful environmental information. Moreover, in alignment with the emerging paradigm of smart tourism, the implementation of AI-based ubiquitous smart interpretation systems should be considered. The application of universal design principles to create barrier-free trails that ensure accessibility for people with disabilities and other mobility-impaired visitors is also necessary. In addition, the development of district-level hub zones within Chukryeongsan Recreational Forest—such as eco-wellness, relaxation and meditation, health and healing, and aromatherapy zones—may represent an effective approach. By assigning distinct thematic concepts to each hub zone, recreational forests can offer more diverse and differentiated visitor experiences.
Second, the attributes of educational effect, forest therapy, and natural scenery exerted significant positive effects on QoL, whereas ecological exploration facilities and convenience facilities did not show statistically significant influences. These findings are consistent with previous studies, such as Kim and Kim (2015), which reported that ecotourism has significant effects on tourists’ QoL by fostering subjective happiness through close interactions with the natural environment. However, similar to the results observed for leisure satisfaction, the effects of individual ecotourism selection attributes on QoL appeared to vary according to local environmental conditions. Notably, while forest therapy and natural scenery did not significantly affect leisure satisfaction, they demonstrated a significant positive impact on QoL. This suggests that tourists may perceive educational effects and ecological exploration facilities primarily as opportunities for leisure engagement, whereas forest therapy and natural scenery are more strongly associated with enhancing a happy, healthy life. Meanwhile, the forest therapy effects and the environmental educational benefits derived from the pristine ecosystem of Chukryeongsan Recreational Forest indicate that these attributes effectively enhance visitors’ QoL by fostering a more active and healthy lifestyle. Accordingly, there is a clear need to further strengthen forest therapy benefits through the operation of health-oriented oxygen parks, such as cypress chip trails rich in phytoncides and negative ions, as well as through the development of well-preserved healing forest trails that enable visitors to experience and appreciate the intrinsic value and aesthetic qualities of the natural environment. In addition, effective forest therapy healing routes (oxygen trails) should be developed based on clinical measurement data of key forest healing factors, including phytoncides, negative ions, and stress-related indicators. Establishing wellness-oriented oxygen parks across key zones of Chukryeongsan Recreational Forest— comprising forest therapy fields, scenic viewpoints, and meditation and relaxation areas—would further contribute to maximizing forest healing effects.
Third, tourists’ leisure satisfaction in ecotourism destinations was found to exert a significant positive effect on QoL. This result is consistent with prior studies, including Lee et al. (2021), and supports the hypothesis that leisure satisfaction facilitates work–life balance and, in turn, enhances overall quality of life. It implies that highly satisfying leisure experiences can revitalize individuals, infusing their lives with renewed energy and vitality, and ultimately contributing to a healthier quality of life. Therefore, to provide more diverse and enriching leisure opportunities within recreational forests, it is necessary to develop and implement eco-edutainment programs—such as ecological academies and experiential eco-camps—that allow visitors to alleviate daily stress while engaging in activities that promote wellness, health enhancement, mental and physical healing, and environmental education in a pristine natural environment.
Meanwhile, this study has inherent limitations in that it primarily relied on quantitative analysis based on survey data, which may limit the ability to capture the diverse and in-depth characteristics that may arise from individual predispositions among respondents. Future research should therefore complement quantitative approaches with in-depth qualitative methods, such as individual interviews, to provide a more comprehensive understanding.