농촌지역 여행자의 의사결정 영향 요인 분석

Determinants of Visit Frequency and Selection of Online Information Source of Rural Travelers

This study investigates the determinants of visit frequency and selection of online information source of those who visit rural areas for outing or travel. As for the information source, online media that have recently been used with a high rate of use are included: internet(website, blog), Facebook, YouTube, Instagram. The ordered probit model is used to analyze the factors that determine the frequency of visiting rural areas, and the multivariate probit model is used to analyze visitors’ choice behavior of online media selection to obtain travel information. As one of main explanatory variables, activities that visitors consider important during their trip are included.