농촌지도와개발 (Journal of Agricultural Extension & Community Development)

  • 제22권4호
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  • Pages.395-404
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  • 2015
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  • 1976-3107(pISSN)
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  • 2384-3705(eISSN)
한국농촌지도학회 (Korean Society of Agricultural Extension)
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농촌체험의 속성과 만족이 행동의도에 미치는 영향

Structural Relationships between Attributes, Satisfaction, and Behavioral Intention of Rural Tourism Activity

  • 김경희 (경희대학교 호텔관광대학 관광학과)
  • Kim, Kyung Hee (Department of Tourism, College of Hotel and Tourism, Kyung Hee University)
  • 투고 : 2015.10.31
  • 심사 : 2015.12.17
  • 발행 : 2015.12.31
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초록

The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral intention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 35 rural tourism farms. A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: 'human resource', 'activity', 'rural culture', and 'facility and environment'. The results of structural equation modelling indicate that 'human resource', 'activity', 'rural culture' had positive effect on behavioral intention. Through the results, agritourism farm operators will be able to develop effective marketing strategy and management skill.

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