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http://dx.doi.org/10.7856/kjcls.2011.22.2.283

Structural Relationships among Rural Tourism Motivation, Satisfaction, and Loyalty Including the Moderating Effects of Gender  

Park, Duk-Byeong (National Academy of Agricultural Science, Rural Development Administration)
Kim, Kyung-Hee (National Academy of Agricultural Science, Rural Development Administration)
Publication Information
The Korean Journal of Community Living Science / v.22, no.2, 2011 , pp. 283-298 More about this Journal
Abstract
Gender is frequently being identified as a key moderator in consumer behavior studies. However, there has been insufficient studies in this field in rural tourism areas. The purpose of this study examined the structural relationships among rural tourism motivation, satisfaction, and loyalty including the moderating effect of gender. Data were collected from 442 farmstay visitors by field survey in rural areas. SPSS 15.0 and LISREL 8.80 statistical package were used to analyze the data. Principle component analysis and path analysis were carried out to identify the structural relationships. Results showed that refreshment and family togetherness of tourism motivation had a negative effect on satisfaction. However, rural life of tourism motivation had a positive effect on satisfaction. Tourists' satisfaction had a positive effect on loyalty. The results also indicated that gender moderated the relationship among tourism motivation, satisfaction, and loyalty. The study suggested that it was important for tourism service marketers to develop proactive relationship marketing techniques that could have a lasting impact on customer retention.
Keywords
rural tourism motivation; satisfaction; loyalty; structural relationship; moderating effect;
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