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문화산업 활성화를 위한 농가민박 서비스품질, 만족,충성도의 구조관계- 목적지거리의 조절효과 -
박덕병,김경희 한국관광학회 2011 관광학연구 Vol.35 No.9
This study was to examine the structural relationships between service quality, satisfaction, and loyalty of visitors. Particularly, this study focused on the moderating effect of the distance rural tourism service setting. Data were collected from 442 visitors of twenty three rural farmstay villages. Results of a factor analysis yielded three different dimensions of farmstay service quality(i..e, facility, program, and community resource). Results of a structural equation model analysis showed that the respondents' evaluation on the facility of service quality in the destination communities within two hours distance by car had a positive effect on satisfaction. Results from this study suggests that destinations near to potential visitors should improve different facilities for potential tourists. Also, the local government should enhance public relationship with the potential visitors. 목적지까지의 거리는 관광 목적징의 선택 속성과 관광자의 충성도에 직접적인 영향을 미치는 요소로서 많은 관심을 받고 있다. 본 연구의 목적은 농촌관광의 서비스품질, 만족, 충성도의 구조관계를 분석하는 것이며, 이에 대한 목적지거리의 조절효과를 분석하는 것이다. 본 연구의 자료는 농촌관광객 442명을 대상으로 조사하였으며, SPSS 15.0과 LISREL 8.80 프로그램을 이용하여 빈도, 신뢰도, 요인분석, 확인적요인분석, 구조방정식 분석을 실시하였다. 분석결과 목적지거리가 2시간 이내인 집단의 경우 서비스품질의 시설요인이 만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 결과는 목적지거리가 근거리인 농가민박 경영주는 시설개선에 중점을 두어야 함을 시사하고 있으며, 공공부문에서는 농촌관광의 잠재방문객들을 위해 프로그램과 마을, 축제 등에 대한 홍보를 강화해야 할 것이다.
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박덕병,이민수,전영미 한국호텔관광학회 2008 호텔관광연구 Vol.10 No.4
This study aims to explore the situation and measures of community public facilities in rural tourism villages. For accomplishing this purpose, the data were collected from 123 rural villages interviewed by government officials by telephone survey, interview and field visiting in Korea. It has been shown that firstly, average number of community public facility building for farm stay farm is 1.7 (range 1 to 11). Secondly, 84.8% among them took their license from local government and 17.8% among them took their insurance. Thirdly, 91.% of them has no license for farm restaurant. Fourthly, 10.7% of them has square measure more than 300 m2 (range 35 to 1,000 m2). We suggest that the new law has to expand the range of community public facilities building more than 1,000 m2 and include to mitigate registration provision or to have registration exception for farm restaurant.
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Determinants Influencing Residents' Perceived Tourism Impact in Rural Communities
박덕병 대한관광경영학회 2009 觀光硏究 Vol.24 No.4
This study uses social exchange theory to investigate the determinants influencing impacts of tourism, as perceived by the residents of rural communities, South Korea. Data were collected via a nationwide survey in rural tourism communities. A self-administered survey was obtained from 348 community residents in the study area. A factor-clustering method identified three distinct segments; positive economic impacts(28.0%), positive social impacts(27.7%), overall negative impacts(44.2%). The estimation of a Multinomial logistic regression model determines the characteristics of community residents who are more length of living, and who engaged in rice farming as a main crops. It was found that residents' perceptions of personal benefits from tourism were not closely associated with their attitudes toward tourism in a positive direction.
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농업지식체계 접근에 의한 농업연구, 지도 연계를 위한 당면과제 : Agricultural Knowledge System
박덕병,이민수 한국농촌지도학회 2002 농촌지도와 개발 Vol.9 No.2
The purpose of this study uses agricultural knowledge system theory to explore how the extension system in South Korea was developed and have worked well. By agricultural knowledge system we emphasized the dynamic networks of actors, processes of negotiation, and the diverse ways in which knowledge is constructed and performed. It was possible that individuals may participate in and utilize multiple knowledge systems. The knowledge systems reflected the idea that the boundaries between knowledge groups were not closed and that there could be considerable overlap between knowledge systems. The constructions of agricultural knowledge systems thus included social interactions, communication, and the diverse processes individuals employ to create, use, and evaluate multiple types and sources of information. As such, there were six priorities to development agricultural extension system; the linkage between agricultural colleges, Rural Development Administration(RDA), branch of RDA, establishing the research institution of research and extension linkage. exchange research agent with extension agent, developing information technology system, bottom-up approach, the linkage between national project and regional within extension projects, enforcement of informal leaning.
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계층적 회귀분석에 의한 청소년 농촌체험 서비스품질의 만족도 영향 결정요인: 상호작용효과
박덕병,최영찬,이민수 한국호텔관광학회 2007 호텔관광연구 Vol.9 No.2
This study aims to identify factors influencing visitors' satisfaction on service quality in rural activities for youth, especially we focus on finding interaction effects among service quality dimensions. A self-administered survey was obtained from 425 youths who attended the Rural Experiential Tour Program (RETP) conducted by Korean 4-H Association in the study area. The results show that learning among four dimensions is the most factor influencing satisfaction on rural experience activity for youth. We suggest that we consider community people dimension as a critical mass encouraging youth to be satisfied with service quality with program dimensions because program factor as a service quality is more higher interactional effects with it. Also we consider facilities and environment dimension as a critical mass encouraging youth to be satisfied with service quality with learning dimension because learning is highly interacted with facilities and environments.
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박덕병,윤유식 한국호텔관광학회 2006 호텔관광연구 Vol.8 No.1
농촌관광은 농촌지역의 경제적, 사회적, 문화적, 환경적 측면에서 많은 기여를 하고 있다. 이 연구의 목적은 중앙정부 주도하 에 이루어진 농촌개발사업의 일환으로서 추진되고 있는 농촌관광개발의 사례를 중심으로 그 경제적, 사회적, 환경적 효과를 제시하고, 당면하고 있는 문제점들을 제시하고자 한다. 경제적 측면에서는 민박, 체험 프로그램, 농산물 판매 수입 등이 급증하고 있다. 특히 숙박형 방문객보다 당일 방문객의 비율이 급속하게 증가하고 있는 것이 특징이다. 사회적 측면에서는 관광개발사업 후 지역주민들의 마을에 대한 자긍심을 고취시켰으며 외부와의 파트너십이 급속히 증가된 반면, 민박 농가와 비민박 농가의 갈등이 고조되고 있는 등의 문제점도 나타나고 있다. 관광개발의 성공요인은 정부의 지원, 리더십, 갈등관리 등이었다. 지역주민들이 부딪히고 있는 당면과제는 체험 프로그램 운영을 위한 인적자원 부족, 다양한 체험 프로그램 개발, 고품질 접객 제공, 안전사고 예방, 컴퓨터 활용 능력 배양이다.
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