농촌관광 체험활동이 관광 이미지 및 행동의도에 미치는 영향 연구

A Study on the Effect of Rural Tourism Experience on Tourism Image and Behavioral Intention

(Purpose) This study reconsidered the value of rural tourism experience activities and determined that establishing a tourism image as a tourist destination that can satisfy tourists' rural tourism needs, and attempted to investigate the influence on rural tourism experience activities, rural tourism image, and behavioral intention. (Design/methodology/approach) In this study, a survey was conducted on rural tourism experience activities, tourism images, and behavioral intentions with a population of adult men and women aged 20 or older among tourists who have visited rural tourist attractions. From April 01 to April 13, 2020, 230 copies of the survey were analyzed as effective samples by combining online and offline. As a research method, it was analyzed using the SPSS 26.0 statistical program (Findings) As a result of analyzing the effect of rural tourism experience activities on tourism image and behavioral intention, three variables of experience activities were found to have an effect on tourism image and behavioral intention. However, educational experience did not appear to have an effect, raising the need to meet the needs of tourists through the discovery of new educational experience programs. (Research implications or Originality) Rural experience is regarded as a very effective strategy that leads to the social and economic development and revival of rural areas by linking urban and rural areas. It is necessary to continue to develop differentiated rural tourism experience activities and programs that meet the expectations of future tourists, and maximize the strategy of environmentally friendly experience tourism and regional revitalization that only rural areas have. This study is meaningful in that it derived elements of experience activities through the attributes of rural tourism experience used in previous studies, and investigated the influence relationship between rural tourism experience activities, rural tourism image, and behavioral intention. In addition, it is believed that it can be a very important study on the basis of local government's rural tourism policy to revitalize the rural economy in the future and basic data for developing other rural tourism experiences.