• 농촌계획
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• 제20권2호
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• pp.115-126
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• 2014

The purpose of this study is to segment foreign tourists who are visiting rural tourism village based on importance attributes of rural experiences tourism. From the literature review, rural experience tourism and its' importance attributes were discussed and these are, peculiar cultural experience, rural experience tourism price, food, natural scenery, accessibility, accommodation and convenient facility. On-site survey was conducted to collect the data from 8 rural tourism villages and a total of 258 useful samples were collected and analyzed. Frequent, cluster analysis, MDA, and MANOVA were performed to produce the results. The cluster analysis showed that three clusters solution was appropriate and named as moderated satisfaction group, high satisfaction group, and highly satisfaction group. The results of MANOVA showed that there were differences among the groups in terms of satisfaction and loyalty of rural experiences tourism. Theoretical and practical implications were discussed in the conclusion section.

• 농촌지도와개발
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• 제29권2호
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• pp.51-64
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• 2022

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.

• 농촌지도와개발
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• 제30권1호
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• pp.31-41
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• 2023

This study aims to examine the structural relationships among rurality perception, tourism attitude, and behavioral intention in rural healing tourism. Particularly, this study focused on the mediation effect of attitude. Data were collected from 658 rural healing tourists by online survey. SPSS 28.0 and AMOS 28.0 were used for frequency, exploratory factor, confirmatory factor, and structural equation modeling analyses. The results of structural equation modeling indicate perception of rurality had a positive effect on attitude and behavioral intention. In addition, attitude mediated the relationships between perception of rurality and behavioral intention. The results of this study suggest the importance of understanding the interests and pursuits of rural healing tourists and providing them with the values they want. Since rurality has a direct influence on attracting healing tourists, it is necessary to establish a positive image of rural healing tourism.

• 농촌지도와개발
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• 제28권3호
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• pp.127-136
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• 2021

The purpose of this study was to identify the factors influencing involvement of rural healing tourism participants. The hierarchical regression analysis was applied for this study. In the first stage, age, educational level, and motivation(physical cure) had a positive effect on involvement. However, Occupation(public officials/faculty staff) had a negative effect on involvement. In the second stage, age, educational level, motivation(physical cure), and propensity to pursue wellness had a positive effect on involvement. In the third stage, age, educational level, propensity to pursue wellness, attention restoration awareness, and rural healing tourism satisfaction had a positive effect on involvement. The results of this study show that not only the characteristics of rural healing tourists, but also positive experiences in healing tourism have the greatest influence on tourists' involvement. The results of this study suggest practical implications for how to effectively increase the degree of tourists' involvement in healing tourism.

• 농촌계획
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• 제14권3호
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• pp.11-17
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• 2008

Drawing on Herzberg's two-factor theory, this article suggests that visitors to rural tourism base their overall evaluation with an experience on their consideration of two types of aspects referred to as either 'motivators' and 'hygienes' by using the critical incident technique. 233 critical incidents described by 121 participants are categorized into three exclusive factors which are named as experiential factor, cognitive factor, and affective factor. The application of Herzberg's two-factor theory to rural tourism suggests 'satisfiers' to come from the experience-activity itself, experiential factor. While more peripheral elements constitute 'dissatisfiers', cognitive factor. The paper provides the advancement and broad application of Herzberg's theory to further understand rural tourists satisfaction.

• 농촌지도와개발
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• 제30권3호
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• pp.131-141
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• 2023

This study aims to examine the structural relationships among leisure activity, psychological capital, and quality of life in rural healing tourists. Data were collected from 407 workers who had experience in rural healing tourism through an online survey. SPSS 28.0 and AMOS 28.0 were used for frequency, confirmatory factor, and structural equation modelling analysis. The results of structural equation modelling indicate participation in leisure activities had a positive effect on psychological capital. Psychological capital had a positive effect on quality of life. The results of this study suggest that leisure activities play an important role in improving workers' psychological capital. Through rural healing tourism, various outdoor activities, cultural activities, and social interaction with people using rural resources can help improve the psychological capital of workers.

• 한국농촌건축학회논문집
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• 제11권2호
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• pp.29-36
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• 2009

The recently research shows that the many tourists of Suanbo hot spring waters haven't satisfied the service. These reasons due to that they did not properly consider the satisfaction of tourists' services and index. However, satisfaction level of hot spring waters tourists is interacted complicatedly with various factors, the interactions are not easily identified. A structural equations model is adopted to capture the complex relationships among variables. In the model estimation, we used 140 survey data of Suanbo hot spring waters tourists. The SEM with several factors mentioned above as exogenous variables shows that they have complex and strong relationships. As results of a SEM, it was shown that variables influencing in pleasance are surrounding scenery, clean condition inside hot springs and congestion for use in satisfaction level most. Secondly, in case of kindness, attitudes of employees influence in satisfaction level most, followed by attitudes of residents and kindness of employees. Thirdly, in case of information, it was shown guidance on internal roads influencing in satisfaction level most, followed by guidance on owner drivers, guidance on surrounding tourist attractions and guidance on public transportation. Finally, a variable influencing in accessibility most is satisfaction level of public transportation.

• 한국농촌건축학회논문집
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• 제16권2호
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• pp.45-54
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• 2014

This study aims to examine factor of tourism attraction and tourism satisfaction in order to product plan of tourism policies related to architecture and urban design focused on Marado, Jeju Island. For that, a questionnaire is conducted by tourists who visit to Marado. The results are as follows. 30s and 40s tourists evaluate that Marado is more attractive in natural environment rather than 60s. Tourists who visit more than four times to Marado evaluated low in satisfaction for landscape of Marado but tourists who reside in other area not Jeju evaluate higher in satisfaction for landscape. The difference of residence areas shows same result in tourism attraction factors. Tourists participating in tour activities show higher in satisfaction rather than no-participants but the difference between participants and no-participants is not showed in tourism attraction factors. Tourism attraction is extracted four factors; natural environment, architectural environment, economic efficiency and psychological factor. The factors of natural environment and architectural environment have the relation with satisfaction but the factors of economic efficiency and psychology do not show no relation with satisfaction.

• 농촌계획
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• 제26권2호
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• pp.95-106
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• 2020

The Onishi model is an objective indicator which can be used to evaluate the relevance of city environmental management in regard to the capacities and processing status of existing urban infrastructure. This study is to analyze the facility carrying capacity and processing status of Jeju Island, a famous tourist site in South Korea. General variables covered by the Onishi model are considered, including water supply, wastewater treatment, waste disposal, and air pollution. Furthermore, the facility carrying capacities for transportation, such as airports and ports, as well as accommodations are assessed as variables pertinent to the characteristics of Jeju island. With the annual number of tourists exceeding that of residents on the island, more facilities for sewage treatment and waste disposal are required. Furthermore, transportation and accommodations used by tourists have already exceeded their capacity. For the future sustainability of Jeju Island, a plan will be needed for adjusting the volume of tourists based on the capacity of each relevant facility.

• 농촌지도와개발
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• 제23권1호
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• pp.1-14
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• 2016

The purpose of this study was to examine the relationships among experience, perceived value, and satisfaction of rural tourists based on the experience economy(Pine, & Gilmore, 1998; 1999). In addition, this study included the moderating effect of length of stay on the proposed relationships. This study was attempt to develop measurement scales based on the theory of experience economy(Pine, & Gilmore, 1998). Data were collected from 481 visitors by field survey from the 10 rural tourism communities. SPSS 20.0 and Amos 18.0 statistical package were used for frequency, reliability, confirmatory factor, and structural equation modelling analysis. The results of a confirmatory factor analysis yielded four dimensions of experience(esthetics, education, escape, and entertainment). The results of structural equation modeling indicated that entertainment, esthetics, and education had positive effects on perceived value, which in turn had a positive effect on satisfaction. In addition, length of stay moderated the relationships among experience, perceived value, and satisfaction. The entertainment and esthetics among experience factor had an effects on perceived value in the group of day visit group, and the entertainment, education, and esthetics among experience factor had an effects on perceived value in the group of stay night group. And the perceived value had a positive effect on satisfaction in the all group. Therefore, in order to increase rural tourists' satisfaction effectively, practitioners needs to develop rural tourism products by considering area of experience economy including tourists' length of stay.