• Journal of Korean Society of Rural Planning
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• v.14 no.3
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• pp.11-17
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• 2008

Drawing on Herzberg's two-factor theory, this article suggests that visitors to rural tourism base their overall evaluation with an experience on their consideration of two types of aspects referred to as either 'motivators' and 'hygienes' by using the critical incident technique. 233 critical incidents described by 121 participants are categorized into three exclusive factors which are named as experiential factor, cognitive factor, and affective factor. The application of Herzberg's two-factor theory to rural tourism suggests 'satisfiers' to come from the experience-activity itself, experiential factor. While more peripheral elements constitute 'dissatisfiers', cognitive factor. The paper provides the advancement and broad application of Herzberg's theory to further understand rural tourists satisfaction.

• Journal of Agricultural Extension & Community Development
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• v.31 no.1
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• pp.1-11
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• 2024

This study segmented the market of senior rural tourists and analyzed their characteristics. A two-stage cluster analysis was used to analyze the types of senior rural tourists, and the difference in general characteristics and behavioral intention by segmented market was identified. In this study, data from the fact-finding survey on rural tourism 2022 were used, and 487 cases of senior with rural tourism experience in the past year were used for analysis. A total of three types of senior rural tourists were derived based on the motivation for rural tourism, annual expenditure for rural tourism, experience living in rural areas, and relationship with rural area. The segmentation market of senior rural tourists was found to be 'rural attachment type', 'rural curiosity type', and 'rural indifference type'. The results of this study suggest that the general characteristics and behavioral intentions of senior rural tourists differ according to the segment. The results of this study will be useful information in establishing effective marketing strategies targeting senior rural tourists.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.272-283
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• 2021

The purpose of research is to suggest the direction of rural tourism and food products by looking at the relevance of the intrinsic motivation and food preference. Through the analysis, factors of 'leisure oriented', 'family oriented', 'relationship oriented', 'health oriented', and food preference 'cooking health', 'material function', 'local resource' and 'consume experience' were extracted. Through the correlation analysis, 'leisure and health oriented' was found to be significant with cooking health, 'relationship and health oriented' was significant with material function, 'leisure, family and relationship oriented' was significant with local resource and 'relationship oriented' was significant with consume experience. Therefore, tourists who want rest, healing and health need to provide healthy dishes, tourists who want family and leisure provide local or special dishes, and tourists who want to have a relationship with people need to provide functional foods or herbal medicine dishes. Food products that meet the needs of tourists will induce revisit by increasing tourist satisfaction and bring economic revitalization of the region through the expansion of rural tourism.

• Journal of Agricultural Extension & Community Development
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• v.20 no.4
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• pp.1079-1103
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• 2013

This study is to identify different characteristics of chinese tourists in relation to food tourism. These features includes motivation, travel behavior, attributions, information source, preference about local food and food tourism. Based on the results from empirical investigation, it develop suggestions for attracting chinese tourism to rural area. The results shows that the strongest motivation is to find new food which is different from daily life. Also, they believed that eating local food is meaningful travel behavior. In addition, this study reveals that the attribution of food selection is highly related to freshness, tastes, and sanitation. Accordingly, this study suggests following guide to attract chinese tourist to rural area. 1) developing unique and authentic local food, 2) preparing extensive menu with meat and local agricultural products & a light menu for breakfast 3) deliberating about freshness and sanitation, 4) creating good appearance and smell.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.11
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• pp.4812-4818
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• 2011

This study aimed to reveal the relationship between the rural tourism social media use motivation and satisfaction, trust, continued usage intention. In order to carry out the empirical study 310 survey questionnaires were collected in rural tourism social media users, PASW18 and Lisrel 8.54 Statistics package were utilized for analysis of SEM. The study results were as follows: First, social media use motivation had a positive influence upon satisfaction, Secondly, satisfaction had a positive influence on trust, continued usage intention. Thirdly, trust had a positive influence upon continued usage intention. The study findings can provide the rural tourism with social media as well as practitional foundational upon which to establish effective marketing strategy.

• The Korean Journal of Community Living Science
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• v.26 no.1
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• pp.87-102
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• 2015

This study examines the structural relationships between ecotourism village visitors' motivation, value, satisfaction, and loyalty. A self-administered survey was conducted based on 254 visitors to six ecotourism villages. According to the confirmatory factor analysis, there were four underlying dimensions of motivation (relaxation, adventure, nature experience, and learning) and on underlying dimension of value (tourism). According to structural equation modeling, relaxation had a positive effect on economic value, and relaxation and learning had positive effects of functional value. Relaxation had a positive effect on social value. Economic, emotional, and social value had positive effects on ecotourism village visitors' satisfaction, and economic value had the greatest effect on satisfaction. Satisfaction had a positive effect on destination loyalty. The results imply that economic, emotional, and social value played important mediating roles in the relationship between motivation and satisfaction.

• Proceedings of the Korean Society of Community Living Science Conference
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• 2011.10a
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• pp.92-92
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• 2011

• The Korean Journal of Community Living Science
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• v.27 no.4
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• pp.739-753
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• 2016

This study was performed to identify the tendency and benefits of outdoor recreation in rural areas. The preferences and importance of the benefits of outdoor recreation activities in rural areas were simultaneously compared and analyzed through the discussion of a four quadrants portfolio map using importance-performance analysis. The social benefits in quadrant i had the characteristics of 'sharing nice experiences with others', 'having contact/interchange with others', 'colleagueship/helping each other', 'being together with friends', and 'making new friends.' These social benefit types were perceived as very important characteristics, but the real level of achievement was rather low. Thus it seems necessary, in the process of program development, to apply the social benefit types to the characteristics of the participants. The experience of nature and relaxation benefits in quadrant ii had the characteristics of 'relaxation and recreation', 'understanding nature', 'nature experience', 'getting away from everyday life', and 'experiencing new things.' These benefits and experience of nature were regarded as very important characteristics by the participants in outdoor recreation and, at the same time, their real achievements were highly recognized, thus they seemed to be proper types for the goals involved in developing an outdoor recreation activity program in rural areas. The personal and challenge benefits in quadrant iv had the characteristics of 'training of mental ability', 'improvement of self-esteem', 'fitness', 'increase in determination', 'possible danger', 'achievement', 'excitement', and 'adventure.' These benefits had less importance to the participants, but had relatively high achievement, thus it might be important to make further suggestions for the direction of development according to the participants' tendency, seasons and facilities.

• Journal of Korean Society of Rural Planning
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• v.22 no.1
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• pp.69-79
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• 2016

The purpose of this study is to draw implications and critical success factors by surveying and analysing practice cases of green care in south Korea. To achieve the object of this study, many valuable cases were checked through preceding researches and internet informations. Case study targets were divided into side-work farmer type, professional farmer type, and Institution directed type, and then case study surveys were performed by each type. Every case has the natural environment in common, and tries to satisfy users's demands and to give the opportunity to communicate. Especially, the strong motivation, mind, and entrepreneurship of operators are very important factors for green care. If the development of government supporting policies and related education programs are accompanied with lots of potential such as Korean oriental medicine, rural tourism village, and sixth industry project, it will be possible to introduce and manage green care successfully.

• Journal of Environmental Science International
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• v.27 no.10
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• pp.865-874
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• 2018

Fruit trees are a key part of agriculture in rural areas and have recently been a part of ecotourism or agrotourism. This study analyzes user segmentation based on user motivation to determine characteristics of potential customers in fruit tree farms, and thereby develop fruit tree experience and educational programs. We conducted a survey of 253 potential customers of fruit tree experience programs in September 2017. Data were evaluated using factor and cluster analyses. The results of the cluster analysis identified four distinct segments based on potential customers' motivations, that is, activity-oriented, learning-oriented, leisure-oriented, and purchase-oriented. These clusters showed that significant differences in the preference of potential customers exist. Different markets were segmented based on the benefits sought by users. The segments' characteristics were identified and activities relevant to each segment were proposed for rural tourism. Lastly, this study suggests directions for development of fruit tree farm experience and educational programs.