Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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A Study on the Relationships among Experience, Perceived Value, and Satisfaction of Rural Tourism - The Moderating Effect of Length of Stay -

농촌체험의 체험요인이 지각된 가치와 만족에 미치는 영향 - 체류기간의 조절효과 -

  • Kim, Kyung-Hee (National Institute of Agricultural Science, Rural Development Administration) ;
  • Lee, Sun-Min (National Institute of Agricultural Science, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 이선민 (농촌진흥청 국립농업과학원)
  • Received : 2016.02.04
  • Accepted : 2016.03.15
  • Published : 2016.03.30
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Abstract

The purpose of this study was to examine the relationships among experience, perceived value, and satisfaction of rural tourists based on the experience economy(Pine, & Gilmore, 1998; 1999). In addition, this study included the moderating effect of length of stay on the proposed relationships. This study was attempt to develop measurement scales based on the theory of experience economy(Pine, & Gilmore, 1998). Data were collected from 481 visitors by field survey from the 10 rural tourism communities. SPSS 20.0 and Amos 18.0 statistical package were used for frequency, reliability, confirmatory factor, and structural equation modelling analysis. The results of a confirmatory factor analysis yielded four dimensions of experience(esthetics, education, escape, and entertainment). The results of structural equation modeling indicated that entertainment, esthetics, and education had positive effects on perceived value, which in turn had a positive effect on satisfaction. In addition, length of stay moderated the relationships among experience, perceived value, and satisfaction. The entertainment and esthetics among experience factor had an effects on perceived value in the group of day visit group, and the entertainment, education, and esthetics among experience factor had an effects on perceived value in the group of stay night group. And the perceived value had a positive effect on satisfaction in the all group. Therefore, in order to increase rural tourists' satisfaction effectively, practitioners needs to develop rural tourism products by considering area of experience economy including tourists' length of stay.

Keywords

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