The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Structural Relationships among Rural Tourism Motivation, Satisfaction, and Loyalty Including the Moderating Effects of Gender

농촌관광에 있어서 관광동기와 만족이 충성도에 미치는 구조관계 분석: 성별의 조절효과

  • Park, Duk-Byeong (National Academy of Agricultural Science, Rural Development Administration) ;
  • Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration)
  • 박덕병 (농촌진흥청 국립농업과학원) ;
  • 김경희 (농촌진흥청 국립농업과학원)
  • Received : 2011.04.29
  • Accepted : 2011.06.22
  • Published : 2011.06.30
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Abstract

Gender is frequently being identified as a key moderator in consumer behavior studies. However, there has been insufficient studies in this field in rural tourism areas. The purpose of this study examined the structural relationships among rural tourism motivation, satisfaction, and loyalty including the moderating effect of gender. Data were collected from 442 farmstay visitors by field survey in rural areas. SPSS 15.0 and LISREL 8.80 statistical package were used to analyze the data. Principle component analysis and path analysis were carried out to identify the structural relationships. Results showed that refreshment and family togetherness of tourism motivation had a negative effect on satisfaction. However, rural life of tourism motivation had a positive effect on satisfaction. Tourists' satisfaction had a positive effect on loyalty. The results also indicated that gender moderated the relationship among tourism motivation, satisfaction, and loyalty. The study suggested that it was important for tourism service marketers to develop proactive relationship marketing techniques that could have a lasting impact on customer retention.

Keywords

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