농촌관광객의 지역 농특산물 구매 선택속성, 만족, 충성도의 구조관계

Structural Relationships among Selection Attribute, Satisfaction, and Loyalty of Local Specialty Products for Rural Tourists

With the increase of tourists' expenditure of agricultural and local specialty products in rural tourism, the selection attributes have gained increased importance. It depends on their selection attributes when consumers purchase local specialty products. The study aims to examine the structural relationships among selection attribute, satisfaction, and loyalty on local specialty products marketing in rural tourism. Data were collected from 446 rural tourists by field survey who had purchased local specialty products in direct markets. SPSS 20.0 and LISREL 8.80 statistical package were hired to analyze the confirmatory factor analysis and path analysis. Four dimensions of selection attribute were identified from 24 variables: service, choice convenience, products’ reliability, accessibility. Results showed that products' reliability among selection attributes had positive effect on satisfaction. And satisfaction had positive effect on loyalty. It means that taste, products' reliability and cultivating areas variables composed of products' reliability were a important factor to enhance tourists' satisfaction and royalty. The findings should be of interest to practitioners of local specialty products marketing on rural tourism.