농촌체험의 속성과 만족이 행동의도에 미치는 영향

• 영문명: Structural Relationships between Attributes, Satisfaction, and Behavioral Intention of Rural Tourism Activity
• 발행기관: 한국농촌지도학회
• 저자명: 김경희(Kyung Hee Kim)
• 간행물 정보: 『농촌지도와 개발』22권 4호, 395~404쪽, 전체 10쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2015.12.31

영문 초록

The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral intention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 5 rural tourism farms. A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: ‘human resource’, ‘activity’, ‘rural culture’, and ‘facility and environment’. The results of structural equation modelling indicate that ‘human resource’, activity’, ‘rural culture’ had positive effect on behavioral intention. Through the results, agritourism farm operators will be able to develop effective marketing strategy and management skill.

목차

1. 서 론

2. 이론적 고찰

3. 연구방법

4. 분석 결과

키워드

rural tourism activity attribute satisfaction behavioral intention