제주지역 인바운드 농촌관광 선택속성에 따른 만족도 및 행동 의도와 시장세분화 전략 = Market Segmentation Strategies in Jeju Island’s Rural Tourism: Insights from Inbound Tourist Satisfaction and Behavioral Intention based on Rural Destination Selection Attributes

다국어 초록 (Multilingual Abstract)

This study examined the relationship between satisfaction with rural tourism product attributes and behavioral intentions among foreign tourists visiting Jeju Island between March and August 2024. Using survey data, the study employs multiple regression analysis to examine the influence of attribute-level satisfaction on overall satisfaction and behavioral intentions, while continental differences and visitor typologies are explored using ANOVA and cluster analysis. The findings indicate that both functional and culturally embedded attributes play differentiated roles in shaping tourists’ evaluations. While infrastructure-related attributes demonstrate relatively consistent perceptions across regions, culturally grounded elements such as food and resident hospitality exhibit notable cross-continental variation. From a policy perspective, the study highlights the need for targeted support measures that reinforce local food culture and community engagement as strategic drivers of sustainable rural tourism development.