농산물 직거래에 대한 농촌관광의 효과

The Effects of Rural Tourism on Farm-to-Consumer Direct Transaction: An Empirical Test of the Endogeneity of Rural Tourism

This study analyzed the relationship between rural-tourism and farm-toconsumer direct transaction using the survey data of 36,989 responses obtained from the 2009 Social Statistics Survey. Previous literature examined the determinants of farm-to-consumer direct transaction, and pointed out that the rural- tourism might suffer from the endogeneity problem. If there is endogeneity in rural-tourism as explanatory variables, the effects of ruraltourism on farm-to-consumer direct transaction may be insignificant or the estimates may be wrong-signed. To solve this problem, this study employed the endogenous switch probit model. With this model, this study tested whether the rural-tourism was endogenous. Results of this study showed consistent estimates for the effects of rural-tourism on farm-to-consumer direct transaction. Results also indicated that on average, the rural-tourism increased the farm-to-consumer direct transaction by 17.4%. This suggests that rural-tourism does not suffer from the endogeneity problem.