Service Quality of Rural Tourism Accommodation in South Korea

Service Quality of Rural Tourism Accommodation in South Korea

The aim of this study is to analyze the satisfaction of tourists who have experienced a stay in accommodations of rural tourism villages in the South Korea and to create a development plan for rural tourism accommodations. Rural areas in South Korea are currently facing with serious problems, including an impoverished economy, low living quality caused by small farm sizes, an ageing society, the opening of the agricultural market, and excessive imports. Rural tourism is one efficient strategy to overcome these challenges. However, a few studies have investigated rural accommodation, and did not investigate the South Korea as a whole but are very regional. In other words, yet, no study scrutinizes the general characteristics of rural accommodations in the South Korea. This study measures tourists' satisfaction with 18 items of quality of service and determines whether tourists' perception of quality of service in rural accommodations influences on satisfaction, in tum, intention to revisit and recommendation. The results can help in formulating marketing strategies and provide implications for rural tourism management and for the government of South Korea to consider helping improve the quality of service in rural accommodations for tourists visiting South Korea's rural areas.