Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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A Qualitative Research on Competitiveness Strategies for Rural Tourism Destination

농촌관광마을 경쟁전략

  • Kim, So-Yun (Department of Regional Development, Kongju National University) ;
  • Yoon, Jun-Sang (Department of Regional Development, Kongju National University) ;
  • Park, Duk-Byeong (Department of Regional Development, Kongju National University)
  • 김소윤 (공주대학교 지역개발학부) ;
  • 윤준상 (공주대학교 지역개발학부) ;
  • 박덕병 (공주대학교 지역개발학부)
  • Received : 2015.08.05
  • Accepted : 2015.09.13
  • Published : 2015.09.30
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Abstract

Competitiveness strategies has been associated in the tourism literature as a crucial factor for the success of tourist. The study aims to explore the competitiveness strategies for tourism destinations by conducting in-depth interviews with probe questions. Thirteen community enterprises' managers in rural tourism communities were interviewed with a semi-structured interview questionnaire for one or two hours. From the interview data, eight themes in two dimensions were identified as competitiveness strategies of rural community enterprises in rural Korea. Differentiation strategies consist of new product development, service improvement, brand image improvement, advertise and public relation, and concentration. Cost leadership dimension includes cost reduction, increasing benefit, and long-term investment. The findings of this paper implicate the underlying the competitiveness strategies from managers' perspective.

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