Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Examining the Effect of Cognitive and Affective Images of a Farm Party Venue on Consumer Satisfaction and Revisit Intention

팜파티 농가에 대한 인지적 이미지와 정서적 이미지가 소비자 만족, 재방문 의도에 미치는 영향

  • 김나형 (호원대학교 외식조리학부)
  • Received : 2017.11.07
  • Accepted : 2017.12.08
  • Published : 2017.12.31
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Abstract

The purpose of this study is to examine the effects of cognitive and affective images of a farm party venue on consumer satisfaction and revisit intention with a research model and hypothesis test. First, the cognitive and affective images of a farm party venue had a significant effect on consumer satisfaction in the test and the cognitive image had greater impact on consumer satisfaction than the affective image had. Second, consumer satisfaction had a significant effect on the revisit intention in the test, which indicates that farm party venues are required to find a way to boost the satisfaction of tourists in order to encourage their intentions to revisit. In order to revitalize rural tourism through farm party and raise income in rural areas, it is most important that farm party venue produce images that are differentiated from other farmhouses. In order to activate the farm party for the 6th industry, it will be possible to establish images of the farmers and utilize them in promotional marketing for the promotion of rural tourism. The present study is limited in that it did not collect feedback from farm party operators in action. With this in mind, another study is planned, focusing on those farm party operators.

본 연구는 팜파티 농가에 대한 인지적 이미지와 정서적 이미지가 소비자 만족과 재방문 의도에 미치는 영향을 분석하기 위한 목적으로 연구모형을 설계하여 가설을 검증하였다. 첫째 팜파티 농가의 이미지가 만족에 미치는 영향에 대해 검정을 실시한 결과 인지적 이미지와 정서적 이미지는 만족에 유의한 영향을 주었으며, 인지적 이미지가 정서적 이미지의 비교에서는 인지적 이미지가 만족에 더 많은 영향을 주는 것으로 연구되었다. 둘째, 만족이 재방문의도에 미치는 영향에 대해 검정을 실시한 결과 재방문의도에는 유의한 영향을 주었다. 팜파티를 통한 농촌관광 활성화와 농촌의 소득향상을 위해서는 팜파티 농가가 다른 농가와의 차별화된 이미지를 만들어 내는 것이 가장 중요하다고 할 수 있다. 따라서 6차 산업을 위한 팜파티 활성화를 위해서는 팜파티 농가마다 이미지를 만들어 내고 이를 홍보마케팅에 활용한다면 더욱 효율적인 농촌관광의 모델로 자리 잡을 수 있을 것이다. 본 연구는 현재 팜파티를 진행하고 있는 농가의 운영자들의 의견을 수렴하지 못한 것이 한계점이 있다. 따라서 후속연구에서는 팜파티 운영자 중심의 연구를 진행해보고자 한다.

Keywords

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