농촌관광 사업성과 결정모형 제시를 통한 농촌관광 정책방향 연구

Policy Orientation of Rural Tourism: Determinants of Tourism Business Performances

Recently rural tourism draws a growing interest as an alterative of solving the difficulties of agricultural economy of Korea. This study is to find out the policy for enlarging rural tourism opportunity and ensuring the success. Based on previous studies and empirical study, author derives a conceptual framework for the successful operation of rural tourism. The framework were found consisting of four determinants of achievement: the concept of entrepreneurship, operational strategy & marketing, rural amenity and finally the support system & infrastructure. Author suggests policy orientation should place high scores on customer-oriented components such as entrepreneurship, operational strategy & marketing rather than supplier-oriented components like rural amenity, support system & infrastructure.