도시민의 농촌관광지 선호에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate why tourists visited rural as a tour destination, to examine the factors which to choose the rural, and to find out how useful is as tourism. Especially, it was to investigate how much the importance and value of utility affects the various attributes of rural tour destination. The findings of this study were to suggest the development present and new rural tour destination.
The results of this study were as follows : First, it was made twenty items based on Fodness(1994)'s functional attitude theory in order to find out the motive factor. The value of MSA showed 0.764 for examination of suitability of size sample. After investigating assembly analysis for these factors, it was divided three groups such as multi-purpose pursuit, benefit pursuit, pursuit of escape from daily life.
Second, the importance and utility of attributes of rural tour destination were investigated by conjoint analysis. According to this empirical analysis result, the importance of accommodations was ranked as service type, accommodation type, and facilities. According to the analysis between the importance of attributes and utility of level, they preferred lodging, high of middle facilities, and providing only lodging. The importance of tour activity and pleasantness were ranked expenses, tour conditions of the related area, and experience program. According to the utility of attributes, people preferred between 50,000~100,000won in expenses and tour conditions of the related area were big and pleasant. There was health-seeking experience in the experience program.
In Conclusion, the development of rural tour destination, they should suggest some pro￢gram, which fits for the area conditions more than physical facilities. This study suggests new experience program, planning, advertising, service type, and linkage with related area.

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