농촌관광사업 경영주의 사업시작동기 영향요인

Factors Affecting Business Motivations of Rural Tourism Operators

The study aims to identify the factors influencing rural tourism operators' motivation as a entrepreneurship. On-site survey was conducted for entrepreneurs in the rural tourism communities with self-administered questionnaires. The survey was obtained from 293 questionnaires in the study area. A factor-clustering method identified three distinct segments; low motivated (32.9%), lifestyle and utilize resource (27.7%), and increase income (39.4%). The estimation of a Multinominal logistic regression model determines the characteristics of rural tourism entrepreneurs who are most likely to opt for each type of motivation of participating for rural tourism business. Results indicated that The most important determinants on motivation of participating for rural tourism business were 'farm size', ‘main crop’, 'type of tourism business.' The motivational aspect of entrepreneurs should be considered for rural tourism development.