Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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Factors Affecting Business Performance of Rural Tourism Operators

농촌관광 사업자의 경영성과에 영향을 미치는 요인

  • Kim, Kyung-Hee (National Institute of Agricultural Sciences, Rural Development Administration) ;
  • Hwang, Dae Yong (National Institute of Agricultural Sciences, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 황대용 (농촌진흥청 국립농업과학원)
  • Received : 2020.05.11
  • Accepted : 2020.06.26
  • Published : 2020.06.30
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Abstract

The study aims to identify the factors affecting business performance of rural tourism operators. For this study, 1,004 questionnaires were collected by field survey of rural tourism operators. The linear multiple regression analysis were used to identify factors affecting performance of rural tourism business. The result indicate that the factors influencing the sales of rural tourism business were in order of owning sales facilities, perception of multi-functional value of agriculture and rural, group promotion, number of rooms, and gender. In the case of gender, it was found that females had a high probability of positively affecting sales. The factors influencing the satisfaction of the rural tourism business were in the order of management strategy, number of days of operation, perception of multi-functional value of agriculture and rural, and business career. In the case of management strategy, it was found that the differentiation strategy have a positively affecting the satisfaction of the rural tourism business. As for the business career, the shorter the career, the higher the probability of positively affecting the satisfaction of the rural tourism business. The results of this study would be useful for establishing strategies to improve the management performance of the rural tourism business.

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