농촌계획 (Journal of Korean Society of Rural Planning)

  • 제22권1호
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  • Pages.37-48
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  • 2016
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  • 1225-8857(pISSN)
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  • 2288-9493(eISSN)
한국농촌계획학회 (Korean Society of Rural Planning)
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농촌교육농장 방문자의 행동의도 및 방문태도에 미치는 영향요인 연구

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

  • 곽병진 (금오공과대학교 컨설팅학과) ;
  • 노경수 (금오공과대학교 경영학과) ;
  • 신호균 (금오공과대학교 경영학과)
  • 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)
  • 투고 : 2016.02.02
  • 심사 : 2016.02.22
  • 발행 : 2016.02.28
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초록

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.

키워드

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피인용 문헌

  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