• Journal of Agricultural Extension & Community Development
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• v.31 no.1
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• pp.1-11
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• 2024

This study segmented the market of senior rural tourists and analyzed their characteristics. A two-stage cluster analysis was used to analyze the types of senior rural tourists, and the difference in general characteristics and behavioral intention by segmented market was identified. In this study, data from the fact-finding survey on rural tourism 2022 were used, and 487 cases of senior with rural tourism experience in the past year were used for analysis. A total of three types of senior rural tourists were derived based on the motivation for rural tourism, annual expenditure for rural tourism, experience living in rural areas, and relationship with rural area. The segmentation market of senior rural tourists was found to be 'rural attachment type', 'rural curiosity type', and 'rural indifference type'. The results of this study suggest that the general characteristics and behavioral intentions of senior rural tourists differ according to the segment. The results of this study will be useful information in establishing effective marketing strategies targeting senior rural tourists.

• Journal of Agricultural Extension & Community Development
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• v.28 no.1
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• pp.13-23
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• 2021

This study aims to examine the market segmentation of rural healing tourists. A two-stage cluster method was used to segment the market of rural healing tourists, and the difference in satisfaction by segmented market was identified. In this study, a total of 433 cases were used for analysis. A total of four clusters of rural healing tourists were derived based on the purpose of visit and involvement with rural healing tourism. The names of each cluster were determined as 'high involvement, daily escape purpose type', 'high involvement, stress relief purpose type', 'low involvement, daily escape purpose type', and 'high involvement, exotic experience purpose type.' Each groups were found to have significant differences according to educational level, purpose of visit, companion, and expenditure. The satisfaction and the behavioral intention of rural healing tourists was highest in the group of 'high involvement, stress relief purpose type.' The results of this study suggest that the characteristics and satisfaction of rural healing tourists were differ according to the segmented group. This study suggests useful information for target marketing strategies for each segmented market according to the characteristics of rural healing tourists.

• Journal of Korean Society of Rural Planning
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• v.22 no.2
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• pp.141-152
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• 2016

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.

• Asia-Pacific Journal of Business
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• v.14 no.1
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• pp.411-426
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• 2023

Purpose - The purpose of this study was to explore and diagnose the characteristics and behavioural patterns of rural tourists after COVID-19 using decision tree analysis to classify and identify key segmentation groups. Design/methodology/approach - The CHAID algorithm was used as the analysis technique for the decision tree. The explanatory variables used in the analysis of each decision tree model were demographic variables and rural tourism usage behaviour and perception variables, and the target variables were the preferences of rural tourists' activities after COVID-19. From the Rural Tourism 2020 survey data, 614 samples with rural tourism experience were extracted and used in the analysis. Findings - The variables that significantly explained the preference for each type of rural tourism activity after COVID-19 were rural tourism safety perception, repeated visits to the region, rural tourism priority activity, rural tourism accommodation experience, gender, age group, marital status, occupation, and education level. Among them, rural tourism safety perception was the most important explanatory variable in each analysis model. Research implications or Originality - Overall, to promote rural tourism, it is necessary to enhance the safety image of rural tourism, strengthen loyalty programs for repeat visitors, and develop customized products that reflect the preferred trends of rural tourism.

• Journal of Agricultural Extension & Community Development
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• v.27 no.3
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• pp.135-144
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• 2020

The aim of this study is to analyze the factors affecting rural tourists' expenditure. This study used the data from the fact-finding survey on rural tourism, and analyzed 4,223 cases who had experienced rural tourism for one year in 2018. The linear multiple regression analysis were used to identify factors affecting rural tourists' expenditure. The result indicate that the factors influencing the rural tourists' total expenditure were age, monthly income, number of accompany, length of stay, accommodation type(pension), accommodation type(friend's house/relatives'house), accommodation type(camping), distance to the destination, accompany(family/relatives), accompany(solo traveler), occupation(white color), motivation(daily escape and rest), motivation(new experience). The result indicate that the higher the age, the higher the average monthly income of the household, the fewer companions, the longer the length of stay higher the expenditure. As for the accommodation, the pension, motel/inn, hotel/condominium, and recreational forest higher probability of expenditure, while, friend/relative's house or camping higher the probability of less expenditure. The longer the distance to the destination, the solo traveler higher the probability of expenditure in rural tourism.

• The Korean Journal of Community Living Science
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• v.27 no.1
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• pp.67-81
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• 2016

Responsible tourism has become an established area of the tourism industry. This study aims to identify the factors that influence re-participation in responsible tourism in rural Korea. On-site survey was conducted on 436 tourists by seven responsible tourism agencies in Korea. The motivation for responsible tourists was categorized into seven types: family togetherness, escape and relaxation, personal growth, social interaction, various experiences, learning, and natural experience. The estimation of a binary logistic regression model determined the characteristics of responsible tourists who are most likely to opt for re-participation in responsible tourism. Results indicated that important factors for re-participation in responsible tourism were 'age', 'educational level', 'accompany', 'length of stay', and 'motivation'. The results implied that tourists' internal and external factors are important for re-participation in responsible tourism. It is expected that this study will contribute to the market expansion of responsible tourism.

• International Area Studies Review
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• v.14 no.1
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• pp.257-277
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• 2010

Rural tourism is considered one of the main components of travel today. This may explain the emerging interest in tourist behavior at rural sites. Nevertheless, it can be argued that research on tourists' motivation as well as segmentation for visiting rural sites is still in its infancy. The purpose of this study has three main objectives: (1)to adjust the motivations of rural tourism to the general motivations for all travelers and find the core factors for rural tourists. (2)to show the segmentation of korean rural tourists, and (3)to suggest the characteristics of rural tourists' typology. This paper was conducted through two studies: a literature review and a survey for empirical exploration of the ideas. The empirical data are extracted through convenience, and the valid questionnaires totaled to 828. The Frequency, Descriptive, Factor, Cluster, Discriminant, Cross-tabulation analysis were used for the data analysis. The results of analysis indicate that the rural tourists' motivation is consisted of 14 factors. the key elements play a major role in rural tourism. and the rural tourists' market was divided into 5 different groups. The results of this study will not only contributes to a better understanding of rural tourism due to clarification of tourist motivations but also have implication for the development and management of rural sites.

• Proceedings of the Korean Society of Agricultural Engineers Conference
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• 2003.10a
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• pp.87-90
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• 2003

This study aims to suggest a rural village development policy considering tourists' stay pattern and villages' resources which can be infrastructure for green-tourism. For this purpose, a relationship table between amenity resources and the stay pattern was developed as a guide line to combine a set of several facilities for village renewal. The amenity resources system was classified into three sub-classes(social, industrial, and natural/cultural/historical resources) and a relationship diagram between three classes and tourists' behavior was also defined. The table and diagram can be applied to make renewal plan for rural villages.

• Korean Journal of Organic Agriculture
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• v.22 no.1
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• pp.47-65
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• 2014

Environment-friendly agricultural products in villages for rural tourism not only are very crucial as a pull factor that attracts tourists but also can serve as a way out for the development of rural areas. Experiences of agricultural products and local dishes can revitalize rural tourism and act as attractors that draw tourists to farm villages for tourism consistently. This study examines factors affecting rural experience tourists' purchase of environment-friendly agricultural products, thereby suggesting marketing strategies for promoting the consumption of environment-friendly agricultural products of villages for rural tourism.

• Journal of Korean Society of Rural Planning
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• v.15 no.2
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• pp.111-120
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• 2009

The purpose of this study was to analyze the lifestyles of tourists visiting rural experience tourist destinations and the influential relations of the attributes to affect rural experience tourism. The research findings show that the lifestyles of tourists had significant impacts on their preference for rural experience programs(0.2502/3.0l2). Second, their lifestyles had also significant impacts on the need for rural experience tourist destinations(5.039/3.363). Third, their preference for rural experience programs had significant influences on their intentions for revisits(0.386/3.l60). Fourth, their preference for rural experience programs had significant influences on their intentions for word of mouth(1.448/8.073). Fifth, their need for rural experience tourist destinations had significant impacts on their intentions for revisits(1.940/5.594). And finally, their need for rural experience tourist destinations had no significant influences on their intentions for word of mouth(-1.0611-1.421). According to the analysis results of the regression coefficient of the measuring model, enjoying leisure(1.130/6.775) and pursuing health(1.110/9.001) were large influential factors in lifestyle; pursuing learning(1.47317.946) was the biggest influential factor in preference for rural experience programs; and a natural environment(1.220/8.990) was the biggest influential factor in the need for rural experience tourist destinations.