Journal of the Korean Institute of Landscape Architecture (한국조경학회지)

The Korean Institute of Landscape Architecture (한국조경학회)
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Analysis of the Leisure Choice Attributes at Rural Area of Urban People

도시민의 농촌지역 여가선택속성 분석

  • Yun, Hee-Jeong (Graduate School, Seoul National University) ;
  • Im, Seung-Bin (Dept. of Landscape Architecture and Rural System Engineering, Seoul National University)
  • 윤희정 (서울대학교 대학원) ;
  • 임승빈 (서울대학교 조경.지역시스템공학부)
  • Published : 2007.02.28
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Abstract

This study intends to analyze urban peoples' leisure choice attributes of rural areas from a rural demand perspective. For this purpose, this study investigates regional attributes considered in decision making processes for rural tourism destinations of urban residents using a conjoint model as a stated preference model. Based on literature reviews, two questionnaire surveys were conducted. The first questionnaire survey was performed in 4 cities including Seoul, Daejeon, Suwon and Chuncheon with 408 urban residents. The Second questionnaire survey was performed in 5 cities including Seoul, Chuncheon, Daejeon, Jeonju and Busan with about 1,060 urban residents. The study results suggest that the most important attribute in selecting rural ares for tourism are activity programs and convenience of facility, according to part-worth and vector model. The fitness level of model is 0.986, which is very significant. Among the 5 attribute's levels, the rural residents' kindness, the traditional and the ecological programs and the facilities about sign and lodging are more critical factors than other levels. Utilities of each levels decreases as cost and arrival time increases. Regarding the result of market segmentations, respondents having intention to visit can be divided into 4 group; (1) facility or program oriented type, (2) resident's kindness oriented type, (3) arrival time oriented type, and (4) negatively participant type. The results of leisure choice attributes can provide insightful information for regional planning strategies, such as selection of the type of market segments and the key factor of facility and space planning.

Keywords

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