Browse > Article
http://dx.doi.org/10.7851/ksrp.2016.22.2.141

A Study on the rural Tourism Image Types based Segmentation on Preference Activities : A case of Rural village in Jeju Province  

Kang, Ha-Na (Jeju Rural Revitalization Support Center)
Lee, Jin-hee (Dept. of Tourism Development., Jeju Nat'l Univ.)
Publication Information
Journal of Korean Society of Rural Planning / v.22, no.2, 2016 , pp. 141-152 More about this Journal
Abstract
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.
Keywords
Rural Tourism; Rural Tourism Image; Rural Experience Activity;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Baloglu, S., McCleary, Ken, W., 1999, A model of destination image formation, Annals of Tourism Research 26(4) : 868-897.   DOI
2 Butler R, Hall CM, Jenkins J(eds), 1998, Tourism and Recreation in Rural Areas, Wiley: Chichester.
3 Chen, P. J., Kerstetter, D. L., 1999, International Studens' Image of Rural Pennsylvania as a Travel Destination, Journal of Travel Research 37(3) : 257-266.
4 Choi, H. Y., Yoon, Y. S., Park, J. D., 2014, The Effects of Selection Attributes of Agritourism as a Sextic Industry and the Preference Levels of Experience Programs on Behavior Intentions and Support Levels, International Journal of Tourism and Hospitality Research 28(2) : 185-198.
5 Choi, K. E., Ahn, H. J., 2014, A recent tourism trend analysis and prospects, Korea Curlture & tourism Institute.
6 Choi, T. S., Kim, S. H., 2001, Social science data analysis, Seoul : Dasan.
7 Crompton, J., 1977, A systems model of the tourist destination selection decision process with parrticular reference to the role of image and perceived constraints, Texas A & M University, Ph. D.
8 Crompton, J. L., 1979, An assessment of the image of Mexico vacation destination and influence of geographical location upon the image, Journal of Travel Research 17(4) : 18-23.
9 Embacher, J., Francis B., 1989, A Repertory Grid Analysis of Austria's Image as a Summer Vacation Destination, Journal of Travel Research 27(3) : 3-7.   DOI
10 Fleischer, A., Pizam, A., 1997, Rural tourism in Israel, Tourism management 18(6) : 367-372.   DOI
11 Frochot, I., 2004, Benefit Segmentation of Tourist in Rural Areas: a Scottish Perspective, Tourism Management, April.
12 Greffe, X, 1994, Is rural tourism a lever for economic and social development?, Journal of Sustainable Tourism (2) : 22-40.   DOI
13 Gunn, C. A., 1972, Vacationscape-Designing Tourist Regions. Austin, Texas: University of Texas.
14 Han, S. G., 2009, The Effect of the Selection Attributes for Rural Tourism and Its Satisfaction, Revisiting Opportunity and Recommendation, Journal of the Aviation Management Society of Korea 7(2): 3-16.
15 Hwang, K. S., Um, S. H., 2005, The Effects of On-site Experience upon Tourist's Rural Amenity Image, Journal of Rural Tourism 12(2) : 97-115.
16 Jo, E. J., Jo, J. H., Kim, Y. G., 2010, Analyzing the Rural Tourism Research Trends via Review of the Thesis Subjects, Journal of Rural Tourism 17(3) : 163-202.
17 Jo, J. H., Kwon, J. H., 2004, The Evaluation of Expectation Level/Actual Satisfaction Level of European Attraction Attribute and its Relationship to Re-visitation/Recommendation, Korean Journal of Tourism Research 19(2): 19-34.
18 Jo, R. H., 2003, (The) Effects of social capital of green tourism project areas on community people's participation in the project in rural Korea, Seoul University doctorate thesis.
19 Kang, P. N., 2005, A Study on the Rural-Tour Destination Preference of Resident in Gwangju, Journal of The Korean Urban Management Association 18(3) : 3-21.
20 Kang, S. G., 2013, Status and Problems of rural tourism, Planing and policy, (384) :36-42.
21 Kim, C. R., 1992, Statistical box called SAS, Seoul : Date Reaserch.
22 Kang, S. G., 2014, Rural Tourism, Seoul : Daewangsa.
23 Kim, B. K., Kim, Y. G., Park, S. H., 2013, Effects of Images of Rural Tourism on Tourists' Satisfaction and Revisit Intention: Case of Changpo and Woiam villages, Journal of Tourism Sciences, 37(1): 303-324.
24 Kim, B. M., 2015, Development of An Image Scale relating to the Rural Tourism Using Sensibility Vocabulary, Daegu University doctorate thesis.
25 Kim, G., 2012, The effect of rural experience activity tourism on satisfaction and continuous participation, Journal of Hotel & Resort 11(2) : 239-257.
26 Kim, H. J, Kim, S. J., 2012, Impact of Daejeon ppuri park tourist attraction selection attribute on tourist satisfaction and behavioral intentions: Image of tourist attraction as a moderated effect, Journal of the Economic Geographical Society of Korea, 15(4): 735-751.   DOI
27 Kim, J. G., 2006, Research on the impact destination image has on tourists' choice of attractions, Journal of Travel Study (24) : 91-114.
28 Kim, K, R., 2009, The Impacts of Rural Ecological Resources on the Tourist Destination Selection and Satisfaction : Focused on Rural Experience Tourism, Chatholic Kwandong University doctorate thesis.
29 Kim, S. H., Um, S. H., 2011, Articles : The Effects of Rural Tourists On-site Experiences on Satisfaction of Service Quality and Attitude Change Related to Rural Village, International Journal of Tourism and Hospitality Research 25(3) : 91-108.
30 Kim, Y. G., 2010, A Study on the Cognitive Image of on Rural Tourism Villages in Changpo, Wanju-Gun, Jeonbuk Province : The Case of the Urban Residents before and after Image, Leisure Tourism Research 16(0) : 25-43.
31 Lee, I. J., Jo, K. I., 2003, Toward a Dynamic Model of Destination Image Formation: Examination of the Role of Expectation and Direct Experience on Image Formation, Journal of Tourism Sciences 27(1): 45-62.
32 Kim, Y. G., Park, S. H., 2011, Image Scale Development of Rural Tourism-village, Journal of Rural Tourism 18(2) : 1-22.
33 Lane, B., 1994, What is Rural Tourism, Journal of Sustainable Tourism, 3 : 7-21.
34 Lee, H. H., Park, D. B., Lee, M. S., 2006, Investigating Rural Tourist's Activity Preferences Hye Hyun Lee.Duk-Byeong Park.Minsoo Lee Rural Resource Development Institute, RDA, The Journal of Culture & Tourism Research 8(1): 305-326.
35 Lee, J. H., 2005., A Study on the Tourism Product Demand of Seogwipo Harbour based on the Concept of Life Style, Journal of Tourism Sciences 28(4) : 173-191.
36 Lee, K. H., 2004, A Critical Study of Previous Literatures on Rural Tourism, The Journal of Culture & Tourism Research 6(1) : 333-343
37 Lee, M. S., Park, D. B., Yoon, Y. S., 2006, A Benefit Segmentation of Tourists in Rural Areas, Journal of Tourism Sciences, 30(6) : 219-240.
38 Lee, S. G., Oh, M. J., 2007, Articles : The effect of rural amenities and experience activities on rural tourism participation intention, International Journal of Tourism and Hospitality Research 21(3): 213-226.
39 Lee, T. H., 1997, A Development of Korean Destination Image Measurement Scale, Journal of Tourism Sciences 20(2) : 80-95.
40 Moon, S. H., Park, D. B., Kim, G. H., 2009, Analysis of Tourist Types Motivations and Experiences according to the Rural Tourism Destination, International Journal of Tourism and Hospitality Research 21(4) : 19-22.
41 Park, S. H., 2007, New Theory of Tourism Resources, Seoul ; Ilsinsa.
42 Oh, M. J., 2007, Articles : The effect of rural amenities and experience activities on rural tourism participation intention, International Journal of Tourism and Hospitality Research 21(3): 213-226.
43 Park, H. K., 2002, Rural Tourism and Extension Service System : The Israeli Case, Korea Society of Agricultural Extension, Korean journal of agricultural extension 9(2) : 161-171.
44 Park, S. H., 2005, A Philosophical Study on the Concept and Type of Tourism, Experience and Transformation, Journal of Rural Tourism 12(1): 17-49.
45 Park, S. H., Kim, Y. R., Kwon, I. H., Ryu, K. S., 2012, Rural tourism Development Strategy in Korea, Korea Rural Economic Institute.
46 Park, S. W., 2011, A Study on the Impact of Tourist Motivation and Destination Image on Revisit Intention, Journal of Hospitality and Tourism Studies, (42): 57-71.
47 Seo, C. H., Ko, H. S., 2013, The comparative studies on the effect of the Local festival image about visitors' behavioral intentions : Focused on 2007 Boseong Green Tea Festival & Hadong Wild Tea Cultural Festival, Korean Journal of Hospitality and Tourism 22(6): 175-191.
48 Song, H. S., Park, S. H., 2006, The effect of lifestyle on the preference for rural amenity resources and participation in rural tourism activity, Journal of Rural Tourism 13(2) : 85-106.
49 Yoon, J., Lim, K. U., 2009, The Influence of a Marketing Mix of Tourist Spot and a Tourism Image on a Visitor's Intention to Make a Second Visit, Korean Journal of Hospitality and Tourism 18(4): 261-285.
50 Yoo, K. M., Kim, K. W., 2009, An Analysis of the Difference on Motivation and Rural destination choice factors and Preference of experiencing program on Rural tourism according to Family Life Cycle, Journal of Tourism Sciences 33(4): 403-426.
51 Yoon, Y. S., Park, D. B., 2008, An Analysis of Residents' Social Capital Affecting Perceived Tourism Development Impacts in Rural Tourism Villages, Journal of Tourism Sciences 32(2) :193-211.