문화산업 활성화를 위한 농가민박 서비스품질, 만족, 충성도의 구조관계

Structural relationships among service quality, satisfaction, and loyalty for farmstay visitors: The moderating effects of distance to the destination

This study was to examine the structural relationships between service quality, satisfaction, and loyalty of visitors. Particularly, this study focused on the moderating effect of the distance rural tourism service setting. Data were collected from 442 visitors of twenty three rural farmstay villages. Results of a factor analysis yielded three different dimensions of farmstay service quality(i..e, facility, program, and community resource). Results of a structural equation model analysis showed that the respondents' evaluation on the facility of service quality in the destination communities within two hours distance by car had a positive effect on satisfaction. Results from this study suggests that destinations near to potential visitors should improve different facilities for potential tourists. Also, the local government should enhance public relationship with the potential visitors.