Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Factors Affecting Visitor's Attitude and Behavioral Intention to Visit Educational Farms

농촌교육농장 방문자의 행동의도 및 방문태도에 미치는 영향요인 연구

  • Kwak, Byung-Jin (Dept. of Consulting, Graduate School, Kumoh National Institute of Technology) ;
  • Noh, Gyoung-Soo (Dept. of B.A., Kumoh National Institute of Technology) ;
  • Shin, Ho-Kyun (Dept. of B.A., Kumoh National Institute of Technology)
  • 곽병진 (금오공과대학교 컨설팅학과) ;
  • 노경수 (금오공과대학교 경영학과) ;
  • 신호균 (금오공과대학교 경영학과)
  • Received : 2016.02.02
  • Accepted : 2016.02.22
  • Published : 2016.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to provide an objective insight for factors that affect people's visiting behavior to educational farms. Second, this study aims to identify the underlying dimensions representing motivations and constraints for visiting educational farms. Third, this study explores differences among the classified groups with respect to structural relationships of each construct. Finally, identifying strategies of educational farm-related organizations could develop to reinforce visit motivations, offset visit constraints and ultimately increase behavioral intention for potential possible visitors to revisit and recommend educational farms. Empirical results of the study suggest implications for promoting the current farm villages and markets with many stakeholders in agricultural industries. Nevertheless, there are some limitations as followed: first, despite the possibility of their effects, the study did not consider other factors, which could affect revisiting behavior such as destination image, experiencing attributes etc. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations. The directions for the future study are as follows: first, future study requires time series approach instead of cross sectional approach. Secondly, future study might utilize comparative study regarding regional characteristics of educational farms or a nation-wide approach. Thirdly, future study can suggest a combined educational farms considering practical educational farm cases. Lastly, it is considered that developing evaluation measures such as quality authentication system will contribute to educational farms' stabilization.

Keywords

References

  1. Koh, J.H., 2008, A Study on The Effectiveness Analysis About Educational Policy of the Focus in the Supplier. Korean Journal of Policy Analysis and Evaluation, 8(1), 101-121.
  2. Kwon, N.J., S.Y. Kim, and S.H. Na, 2010, Suggestions for the Activation of the Elementary Science Camp through the Present Status of Operation and Preference Survey. Journal of Science Education, 34(2), 306-319. https://doi.org/10.21796/jse.2010.34.2.306
  3. Dongbuk Regional Office of Statistics, 2013, Rural Society as Seen through Statistics(Daegu.Gyeongbuk, Gangwon province: Find out the Future of Agriculture from Environment-friendly Farm Product.
  4. Park, D.B., and H.H. Lee, 2005, The Differences of Experienced verse Expected Service Quality of Farm Stay in Rural Korea. International Journal of Culture and Tourism Research, 7(2), 7-25.
  5. Song, Y.M., 2007, Analysis of Structural Equation Model between Lived Experience and Satisfaction : Focused on Adolescents Participating Youth Experience Program. International Journal of Tourism and Hospitality Research, 21(4), 309-320.
  6. Lee, K.C., 2010, The Meaning of Education in Rural Area. The Road to Agriculture.Rural Area.
  7. Jung, Y.J., 2005, A Study on Strategies for Connection of Rural Experience and Education, Ministry of Agriculture. An Agricultural Fair for Green Rural Experiential Farm, 207-222.
  8. Choe, Y.C., E.S. Park, and Y.E. Lee, 2007, A Study on the Relationship between Service Quality and Satisfaction of Rural Experiential Tourism for Youth. Journal of Agricultural Extension & Community Development, 14(1), 149-170.
  9. Choi, H.S., and S.H. Park, 2007, The Effect of Perceived Service Quality of Rural Experiential Tourism on Loyalty. Journal of Rural Tourism, 14(2), 28-41.
  10. Hwang G.S., and S.H. Um, 2005, The Effects of On-site Experience upon Tourist's Rural Amenity Image. Journal of Rural Tourism, 12(2), 97-115.
  11. Ajzen, I., and Fishbein, M., 1980, Understanding Attitudes and Predicting Social Behavior, New Jersey: Prentice-Hall, Inc.
  12. Ajzen, I., 1991, The Theory of Planned Behavior, Organizational Behavior and Human Decision Precesses, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  13. Ajzen, I., 1998, Models of Human Social Behavior and Their Application to Health Psychology. Psychology and Health, 13, 735-739. https://doi.org/10.1080/08870449808407426
  14. Armitage, C.J., and M. Conner, 2001, Efficacy of the Theory of Planned Behaviour: A Meta-analytic Review. British Journal of Social Psychology, 40(4), 471-499. https://doi.org/10.1348/014466601164939
  15. Baloglu, S., and K.W. McCleary, 1999a, A Model of Destination Image Formation. Annals of Tourism Research, 26, 868-897, https://doi.org/10.1016/S0160-7383(99)00030-4
  16. Baloglu, S., and K.W. McCleary, 1999b, US International Pleasure Traveler's Image of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors. Journal of Travel Research, 38(2), 144-152. https://doi.org/10.1177/004728759903800207
  17. Crawford, D.W., and G.C. Godbey, 1987, Reconceptualizing Barriers to Family Leisure, Leisure Sciences, 9, 119-127. https://doi.org/10.1080/01490408709512151
  18. Crawford, D.W., E.L. Jackson, and G.C. Godbey, 1991, A Hierarchical Model of Leisure Constraints, Leisure Sciences, 13, 309-320. https://doi.org/10.1080/01490409109513147
  19. Crompton, J.L., and S. Kim, 2004, Temporal Changes in Perceived Constraints to Visiting State Parks, Journal of Leisure Research, 36(2), 160-182. https://doi.org/10.1080/00222216.2004.11950018
  20. Driver, B.L., 1983, Master List of Items for Recreation Experience Preference Scales and Domains, Unpublished Document, USDA Forest Service, Fort Collins, CO: Rocky Mountain Forest and Range Experiment Station.
  21. Fisher, R.J. and L.L. Price, 1991, International Pleasure Travel Motivations and Post Vacation Cultural Attitude Change. Journal of Leisure Research, 23(3), 193-208. https://doi.org/10.1080/00222216.1991.11969853
  22. Fornell, C., and D.F. Larcker, 1981, Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  23. Francesco D.I., and D. O'Connor, 2009, Supporting Policies for Social Farming in Europe : Progressing Multifunctionality in Responsive Rural Areas, Press Service srl, Sesto Fiorentino, FI.
  24. Gnoth, J., 1997, Tourism Motivation and Expectation Formation. Annals of Tourism Research, 24(2), 283-304. https://doi.org/10.1016/S0160-7383(97)80002-3
  25. Hair, J.F., Jr., R.E. Anderson, R.L. Tatham, and W.C. Black, 2002, Multivariate Data Analysis. 6th ed. Upper Saddle River, NJ, Prentice Hall.
  26. Hubbard, J., and R. Mannell, 2001, Testing Competing Models of the Leisure Constraint and Negotiation Process in a Corporate Employee Recreation Setting. Leisure Sciences, 23, 145-163. https://doi.org/10.1080/014904001316896846
  27. Huang S., and C.H.C. Hsu, 2009, Effects of Travel Motivation, Past Experience. Perceived Constraint and Attitude on Revisit Intention, 48(29), 29-44.
  28. Iso-Ahola, 1982, Toward a Social Psychological Theory of Tourism Motivation: a Rejoinder. Annals of Tourism Research, 25(3), 259.
  29. Jun, J., G. Kyle, and J. O'leary, 2008, Constraints to Art Museum Attendance. Journal of Park and Recreation Administration, 26(1), 40-61.
  30. Kim, N., and L. Chalip, 2004, Why Travel to the FIFAWorld Cup? Effects of Motives, Background, Interest, and Constraints. Tourism Management, 25(6), 695-707. https://doi.org/10.1016/j.tourman.2003.08.011
  31. Lam, T., and C.H.C. Hsu, 2004, Theory of Planned Behavior: Potential Travelers from China. Journal of Hospitality & Tourism Research, 28(4), 463-482. https://doi.org/10.1177/1096348004267515
  32. Mcintosh, 1977, Tourism: Principles, Practices and Philosophies, Columbus: Grid Publishing.
  33. Mill, C.R., and A.M. Morrison, 1985, The Tourism System, Englewood Cliff, N. J. Prentice Hall.
  34. Nyaupane, G.P., D.B. Morais, and A.R. Graefe, 2004, Nature Tourism Constraints-A Cross-activity Comparison. Annals of Tourism Research, 31(3), 540-555. https://doi.org/10.1016/j.annals.2004.01.006
  35. Page, S., and D. Getz, 1997, The Business of Rural Tourism : International Perspectives, London International Thomson Business Press.
  36. Pennington-Gray, L.A., and D.L. Kerstetter, 2002, Testing a Constraints Model within the Context of Nature-based Tourism. Journal of Travel Research, 40(4), 416-423. https://doi.org/10.1177/0047287502040004008
  37. Pine, B. J., and J. Gilmore, 1999, The Experience Economy, Harvard Business School Press, Boston, MA.

Cited by

  1. Survey on Demand and Operation Status of Care Farms in South Korea vol.21, pp.1, 2018, https://doi.org/10.11628/ksppe.2018.21.1.001
  2. Analysis of the Current State of Rural Education Farms as Career Experience Centers for the Agricultural Life Industry vol.32, pp.4, 2016, https://doi.org/10.7856/kjcls.2021.32.4.695