농촌관광객의 지역 농특산물 구매 선택속성, 만족,충성도의 구조관계 = Structural Relationships among Selection Attribute, Satisfaction,and Loyalty of Local Specialty Products for Rural Tourists

다국어 초록 (Multilingual Abstract)

With the increase of tourists' expenditure of agricultural and local specialty products in rural tourism, the selection attributes have gained increased importance. It depends on their selection attributes when consumers purchase local specialty products. The study aims to examine the structural relationships among selection attribute, satisfaction, and loyalty on local specialty products marketing in rural tourism. Data were collected from 446 rural tourists by field survey who had purchased local specialty products in direct markets. SPSS 20.0 and LISREL 8.80 statistical package were hired to analyze the confirmatory factor analysis and path analysis. Four dimensions of selection attribute were identified from 24 variables: service, choice convenience, products’ reliability, accessibility. Results showed that products' reliability among selection attributes had positive effect on satisfaction. And satisfaction had positive effect on loyalty. It means that taste, products' reliability and cultivating areas variables composed of products' reliability were a important factor to enhance tourists' satisfaction and royalty. The findings should be of interest to practitioners of local specialty products marketing on rural tourism.

국문 초록 (Abstract)

농촌관광객의 지역 농특산물 구입이 증가하며, 농특산물의 선택속성이 점차 중요해지고 있다. 본 연구는 농촌관광에서 지역 농특산물의 선택속성과 만족, 충성도의 구조관계를 분석하고자 하였다. 농촌지역을 방문하여 지역 농특산물을 직거래로 구입한 446명의 농촌관광객을 대상으로 설문조사 하였으며, SPSS 20.0을 이용하여 탐색적 요인분석을 실시하였으며, LISREL 8.80을 이용하여 확인적 요인분석과 구조방정식 분석을 실시하였다. 분석결과 선택속성 중 ‘맛과 상품신뢰요인’이 만족에 영향을 미쳤으며, 만족은 충성도에 영향을 미치는 것으로 나타났다. 이러한 결과는 맛, 생산과정의 신뢰성, 재배지역이 소비자의 만족과 충성도에 영향을 미치는 중요한 변수임을 나타내고 있다. 본 연구의 결과는 농촌관광의 농특산물 마케팅을 위해 유용하게 활용될 것이다.

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