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http://dx.doi.org/10.12653/jecd.2022.29.2.0051

Canonical Correlation between Lifestyle and Benefit Sought of Rural Healing Tourists  

Kim, Kyung-Hee (National Institute of Agricultural Sciences, Rural Development Administration)
Min, Jae Han (National Institute of Agricultural Sciences, Rural Development Administration)
Lee, Hye Young (National Institute of Agricultural Sciences, Rural Development Administration)
Publication Information
Journal of Agricultural Extension & Community Development / v.29, no.2, 2022 , pp. 51-64 More about this Journal
Abstract
This study aims to investigate relationships between lifestyle and benefit sought of rural healing tourists. For data collection, a total of 3,000 copies of questionnaires were collected by nationwide online survey. The data were analyzed by using SPSS 26.0. The factor analysis identified seven dimensions of the lifestyle : conservative, sports activity orientation, health orientation, consumption orientation, achievement orientation, adventure orientation, and personal orientation. Five dimensions of benefit sought were identified as psychological recovery, outdoor activities, rest, rural experience, and exercise. The results of the canonical correlation analysis indicated that adventure orientation of lifestyle and psychological recovery, outdoor activities, rural experience, exercise of benefit sought were highly correlated. This means it is important to place an emphasis on psychological recovery, outdoor activities, rural experience, and exercise for tourists looking for an adventure away from everyday life. Rural healing tourism marketers should consider lifestyle aspects as the most important factors affecting benefit sought of rural healing tourism.
Keywords
lifestyle; benefit sought; rural healing tourism; canonical correlation analysis;
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