• Journal of Agricultural Extension & Community Development
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• v.22 no.4
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• pp.395-404
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• 2015

The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral intention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 35 rural tourism farms. A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: 'human resource', 'activity', 'rural culture', and 'facility and environment'. The results of structural equation modelling indicate that 'human resource', 'activity', 'rural culture' had positive effect on behavioral intention. Through the results, agritourism farm operators will be able to develop effective marketing strategy and management skill.

• Journal of Agricultural Extension & Community Development
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• v.17 no.4
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• pp.897-918
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• 2010

This paper researches conservative value evaluation of rural tourism villages with "CVM(Contingent Valuation Method)" focusing on visitor to offer the guide for preservation and management in landscape of rural tourism villages based on critical consciousness for conservation and utilization by regional development. The option value is 37,624won(36.7%), the bequest value is 34,856won(34.0%), existence value is 30,073 won(29.3%), and overall average willingness to pay of conservation value is 102,517won(100.0%) for conservative value of sesim-village in Kyung-Ju. The results show that landscape of rural tourism villages has great value historically and culturally. In conclusion, it suggested that planners and staffs of rural tourism villages recognize that it is positively necessary to be considered not only multiple landscape index but also conservation policy in process of development planning in rural tourism villages.

• Journal of Korean Society of Rural Planning
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• v.24 no.1
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• pp.11-19
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• 2018

The purpose of this study was to analyze the participant's perception of importance and performance of rural tourism network products that are linked with local resources, and propose the implications on the development direction of such products. The focus is on helping rural tourism network products acquire competencies that will help them evolve their business and differentiate themselves. To reach these objectives, a survey was designed through theoretical research on the motive of rural tourism and on agritourism networks. The survey was carried out on visitors to rural communities that produce rural tourism network products from November, 2015, to January, 2016 using 165 copies of a questionnaire after distributing 175 copies. The first quadrant continue and sustain', an area of high importance and high performance, included trial program components, stress reduction, getting away from daily routines, gaining new experiences, comfort, experiencing rural culture, travel expenses, and making memories with family. The second quadrant 'requires intensive improvement', an area of high importance but low performance, included having diverse trial programs, refreshment, experiencing agriculture, and education of children. Therefore, continuous interest is required for the area of 'maintenance' just as it is for activating educational farms in rural communities and a more fundamental improvement in the operation should be made for the area of 'intensive management'.

• The Korean Journal of Community Living Science
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• v.22 no.2
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• pp.283-298
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• 2011

Gender is frequently being identified as a key moderator in consumer behavior studies. However, there has been insufficient studies in this field in rural tourism areas. The purpose of this study examined the structural relationships among rural tourism motivation, satisfaction, and loyalty including the moderating effect of gender. Data were collected from 442 farmstay visitors by field survey in rural areas. SPSS 15.0 and LISREL 8.80 statistical package were used to analyze the data. Principle component analysis and path analysis were carried out to identify the structural relationships. Results showed that refreshment and family togetherness of tourism motivation had a negative effect on satisfaction. However, rural life of tourism motivation had a positive effect on satisfaction. Tourists' satisfaction had a positive effect on loyalty. The results also indicated that gender moderated the relationship among tourism motivation, satisfaction, and loyalty. The study suggested that it was important for tourism service marketers to develop proactive relationship marketing techniques that could have a lasting impact on customer retention.

• Journal of Agricultural Extension & Community Development
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• v.16 no.4
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• pp.795-835
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• 2009

Rural tourism is a multi-faceted activities rather than farm-based tourism only. The study aims to investigate the profile of a consumer for each type of preferences of tourism activities. Data were collected from 308 people by field survey in rural areas. The study indicates that consumer satisfied with farmer's kindness and farmer's knowledge above all difference factors on tourism activities. The most preferences of activity's factor is program's quality which is include variety, characteristics, interest without regard to sex, age, companion. Both 'walking on the road' and 'climbing the Orum' is more likely than difference activities. It is important to have information on the characteristics and preferences of the consumers of the different types of tourism activities to develop program in rural tourism.

• Korean Journal of Organic Agriculture
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• v.22 no.1
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• pp.47-65
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• 2014

Environment-friendly agricultural products in villages for rural tourism not only are very crucial as a pull factor that attracts tourists but also can serve as a way out for the development of rural areas. Experiences of agricultural products and local dishes can revitalize rural tourism and act as attractors that draw tourists to farm villages for tourism consistently. This study examines factors affecting rural experience tourists' purchase of environment-friendly agricultural products, thereby suggesting marketing strategies for promoting the consumption of environment-friendly agricultural products of villages for rural tourism.

• Journal of Korean Society of Rural Planning
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• v.27 no.4
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• pp.43-54
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• 2021

This study analysed changes in rural tourism between before and after COVID-19 using LDA topic analysis. In order to understand the changes in rural tourism, blog data including the keyword 'Gochang-gun travel' was used. As a result of LDA topic analysis with blog data retrieved, the study found nine topics in 2019 and 2020. 2019 and 2020 are, generally, consistent in topics, but the three topics related to rural experiential tourism that appeared in 2019 did not appear in 2020. In 2020, three new topics emerged: Beach vacations and campings. New travel activities of noncontact with other people(Untact tourism in Korean context) in the COVID-19 era, and The negative impacts on travel businesses and behaviours from COVID-19. Especially, the adverse effects of COVID-19 have made an enormous decline in rural experience tourism destinations and cancellation of local festivals. On the other hand, new tourism activities have emerged due to COVID-19. Those activities have included camping, drive-thru destinations, and cycling. Ecological and natural tourist sites such as Ungok Wetland, Seonunsan Mountain, Seonunsa Temple, and Gusipo Beach appeared. These tourist destinations have a quiet atmosphere and less density place noncontacting with other people when visiting. Also, because overseas travel has become difficult, long-term stay travel in rural areas has appeared. This study indicates that COVID-19 has less impacted rural tourism than other tourism destinations with these positive and negative impacts.

• Journal of Korean Society of Rural Planning
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• v.22 no.2
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• pp.141-152
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• 2016

The role of rural towns as a leisure space has recently been increasing with changes in the consumption trends in domestic tourism. Based on the tourists visiting the town of Sunheul-ri, Jocheon-eup, a rural Village in Jeju Island, this study categorized the market according to the images formed by the tourists of rural towns, and analyzed the preferred mode of participation in rural field activities for each category. We analyzed the characteristic factors of the images of rural tourism formed by the tourists, extracted three factors for cluster analysis, and then formed three groups: "Group of Rural Experience Activity" "Group of Rural Environment and Service" and "Group of Rest in the Rural" After analyzing the preferred activity in each image-category group, we found no significant differences among the groups in ordinary activities such as viewing the scenery, experiencing and learning about the natural environment, and culinary experiences. However, there were significant differences among the groups regarding participation in experiential tour programs with the purpose of active tourism. The "Group of Rural Experience Activity" sought to actively participate in various activity programs, whereas the "Group of Rest in the Rural" comparatively had a weaker preference for such active programs. We thus learnt that tourists' preferred activities are different according to the types of images formed by the tourists visiting rural towns. Therefore, to strengthen the competitive advantage of the rural tourist destinations of Jeju Island, it is necessary to provide various activity programs that are appropriate for the rural regions of Jeju and to accord with the expectations associated with each market segment category by positioning the programs according to the characteristics of the images held by the tourists.

• Journal of Korean Society of Rural Planning
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• v.21 no.4
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• pp.55-63
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• 2015

This study aims to assess Green-Tourism accessibility of Rural Experience Village and then prepare improvement methods. To do this study, we surveyed 25 operators of Rural Experience Village in Chungbuk. We used 21 issues in all for analysis and the following shows a summary of major results. Rural Experience Village has a generally hard time conducting facility maintenance. Countermeasures for maintenance are required to run smoothly. Since Rural Experience Village has difficulty attracting visitors to the village, countermeasures are needed to attract visitors through business promotion. The results of assessing Green-Tourism accessibility showed us that some villages are a lot more accessible than others. Therefore, it is necessary that there should be improvements of Green-Tourism accessibility by attracting visitors and increasing operating days so that Green-tourism accessibility can be enhanced. In spite of its high level of accessibility since Rural Experience Village belonging to Goesan has low profitability, it is especially imperative that we establish more positive project promotion to cover it.

• Journal of Agricultural Extension & Community Development
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• v.14 no.1
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• pp.149-170
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• 2007

The purposes of this study were to analyze the effect of service quality on tourist satisfaction and to determine the causes and effects relationship of the tourist satisfaction on rural experiential tourism for youth. The researchers developed a questionnaires to obtain the measures of two latent variables; service quality, satisfaction. Service quality was consisted of 4 sub－domains namely program, physical environment, interaction and achievement. Tourist satisfaction were measured by 4 question items respectively. The population of this study was 424 student participants who attended rural experiential tour conducted by Korea 4－H Association. Based on the conclusion of this study, the following recommendation were suggested to enhance participation on rural experiential tourism for youth: First, since the achievement was the important factor of the tourism, effective program should be emphasized for the successful rural experiential tourism for youth. Second, youth should be encouraged to have more opportunities to participate in rural tourism because of the high educational effects and satisfaction on rural experiential tourism.