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Service Quality Satisfaction according to Farm Stay Visitors Preferences and Segmentation by Motivation  

Park, Duk-Byeong (Rural Development Administration)
Kim, Kyung-Hee (Rural Development Administration)
Yoon, Yoo-Shik (College of Hotel and Tourism, Kyung Hee University)
Publication Information
The Korean Journal of Community Living Science / v.21, no.2, 2010 , pp. 163-177 More about this Journal
Abstract
The purpose of this study is to examine the difference between service quality satisfactions according to tourists' preference and segmentation by various motivations. Data were collected from 442 farm stay visitors by field surveys in rural areas. A factor-clustering method identified three distinct segments; want-it-all, overall low motivation, relaxation. MANOVA was used to examine the differences of service quality satisfaction for farm stay visitors' preference and segmentation by motivation. Results show that the type of guest room more significantly influenced farm stay visitors' satisfaction according to those three clusters. It should be noted that we have information on the characteristics and type of satisfaction of the consumers in order to improve the quality of farmstay's service in rural tourism.
Keywords
tourist motivation; service quality; satisfaction; farm stay;
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