People　are　increasing　the　needs　for　travel　in　past　years　to　drive　the　development　of　tourism.　Such　a　result　causes　the　damage　of　natural　environment　and　has　tourist　attractions　lose　the　attraction　to　tourists　to　result　in　destruction　on　both　environment　and　managers.　To　cope　with　above　needs,　ecotourism　naturally　becomes　an　alternative　choice　for　many　people.　Aiming　at　ecotourism,　the　tourists　are　distributed　360　copies　of　questionnaire.　Total　267　valid　copies　are　retrieved,　with　the　retrieval　rate　74%.　The　research　results　summarize　significantly　positive　effects　of　1.　brand　image　on　perceived　value,　2.　perceived　value　on　repurchase　intention,　and　3.　brand　image　on　repurchase　intention.　According　to　the　results,　suggestions　are　proposed,　expecting　to　effectively　promote　the　competitiveness　of　domestic　ecotourism　in　the　tourism　market　and　achieve　the　objective　of　sustained-yield　management.　©　Foundation　Environmental　Protection　&　Research-FEPR.