Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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A Structural Relationship among Rurality Perception, Tourism Attitude, and Behavioral Intention in Rural Healing Tourism

농촌성 인식, 치유관광 태도, 행동의도 간의 구조관계 분석

  • Kyung-Hee Kim (National Institute of Agricultural Sciences, Rural Development Administration) ;
  • Yae-Na Park (National Institute of Agricultural Sciences, Rural Development Administration) ;
  • Jae Han Min (National Institute of Agricultural Sciences, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 박예나 (농촌진흥청 국립농업과학원) ;
  • 민재한 (농촌진흥청 국립농업과학원)
  • Received : 2023.02.15
  • Accepted : 2023.03.12
  • Published : 2023.03.30
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Abstract

This study aims to examine the structural relationships among rurality perception, tourism attitude, and behavioral intention in rural healing tourism. Particularly, this study focused on the mediation effect of attitude. Data were collected from 658 rural healing tourists by online survey. SPSS 28.0 and AMOS 28.0 were used for frequency, exploratory factor, confirmatory factor, and structural equation modeling analyses. The results of structural equation modeling indicate perception of rurality had a positive effect on attitude and behavioral intention. In addition, attitude mediated the relationships between perception of rurality and behavioral intention. The results of this study suggest the importance of understanding the interests and pursuits of rural healing tourists and providing them with the values they want. Since rurality has a direct influence on attracting healing tourists, it is necessary to establish a positive image of rural healing tourism.

Keywords

Acknowledgement

본 연구는 농촌진흥청 국립농업과학원 농업과학기술 연구개발사업(PJ01560901)의 지원에 의해 이루어진 것임.

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