ABSTRACT
The purpose of this chapter is to examine the relationships among green experiential quality, green farm image, green equity, green experiential satisfaction and green behavioral intentions. A multi-dimensional model is used as a framework to synthesize the effects of green experiential quality, green farm image, green equity and green experiential satisfaction on green behavioral intentions. The result of this chapter will assist green farm management in developing and implementing market-orientated service strategies to increase visitors’ perceptions of green experiential quality, green farm image and green equity, enhance green experiential satisfaction, and create favorable future green behavioral intentions.
