농촌체험마을 방문객 선택속성에 대한 만족과 재방문의사에 미치는 영향

The Effect of Rural Tourism Village Visitors’ Selection Attributes toward Satisfaction and Revisit Intention

This study aims to examine the Visitor`s selection attributes and types of preference regarding Rural Theme Village, and gather useful information for establishing differentiated marketing strategies suitable for market segments by the Visitor`s selection attributes. In addition, it will contribute to securing competitiveness in providing Visitors with better service by extracting differentiating factors of Rural Theme Villages, and exploring the right direction of Rural Tourism. For the empirical analysis, the attributes were extracted based on the preliminary studies, and a survey was conducted among Visitors and users of Rural Theme Village to examine such factors as importance of selection attributes status, motives of using such Rural Theme Villages, demographic characteristics, and general features of the Rural Theme Villages.