Korean Journal of Agricultural Science (농업과학연구)

Institute of Agricultural Science, CNU (충남대학교 농업과학연구소)
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Analysis of visit attributes among rural experience program participants and impact on revisit intention - Based on the case of Cheong-Ho region

  • Yu, Chan Ju (Chief Executive Officer) ;
  • Cha, Ji Eun (National Institute of Horticultural and Herbal Science, Rural Development Administration) ;
  • Jang, Dong Heon (Department of Agricultural Economics, Chonbuk National University)
  • Received : 2016.10.05
  • Accepted : 2016.11.13
  • Published : 2016.12.31
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Abstract

Rural area development projects are being carried out in a strategy to create new value in agriculture and farm villages and to change the public perception. This study targeted rural experience participants visiting Cheong-Ho region, where the Rural Village Comprehensive Development Project was carried out. They were surveyed about attributes of visits to farm villages to determine which attributes of the experience could influence their revisits. This study was conducted under an umbrella project conducted as per the Special Act on Life Improvement and Regional Improvement for Farmers and Fishermen. Cheong-Ho region in Buan-gun produces mulberry, organic wheat, and rice grown using environmentally-friendly agricultural practices. This region as held events offering visitors the chance to experience rural villages and mulberry farms. Survey results showed that the natural landscape of villages, village experience, and the services provided by residents had a positive relationship with the probability of revisiting the village. Also, village facilities, harmony of natural landscape, hospitality of village residents, amusement value of rural experience, and the cost for rural experience were significant attributes. Therefore, it is necessary to revitalize the rural experience program targeting rural experience participants in Cheong-Ho region through continuous and monitoring of key visit attributes and revisit factors.

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