농촌관광 체험요인이 지속적인 교류의사에 미치는 영향

The Effects of Rural Tourism Experience Component on the Intention of Continuous Interchange between Tourists and Rural Residents

This study conceptualized the component of rural tourism experiences in terms of five dimensions. It also explained their impacts on the tourists' trust in rural residents/ products, satisfaction, and intention of continuous interchange with rural residents. The data used in this study were collected from 189 visitors of rural tourism villages. Results showed that out of five dimensions of rural tourism experience four dimensions made significants impact on trust in rural residents and agricultural products consecutively. Results also indicated that the respondents' level of trust in agricultural products significantly impacted on their trust in residents, satisfaction and intention of continuous interchange with residents. Results of this study suggest that trusts in agricultural products might be the most important factor to improve agricultural tourism village visitors' intention of continuous interchange with residents. They also propose that rural tourism programs need to be developed to enhance the possible visitor's level of trust in agricultural products and rural residents.