The ‘farm-inn’ accommodation sector is becoming increasingly popular in many rural destinations. Identifying the most prominent attributes that affect the ‘farm-inn’ selection by the visitor, may help to develop rural tourism destinations. Hence, the present study attempts to utilize the analytical hierarchy process (AHP), based on pair-wise comparisons between criteria. This may permit construction of an evaluation structure, with criteria and associated weights, in favor of ‘farm-inn’ selection in rural destinations. A case study with a three-level evaluation structure is constructed and tested. Given the high degree of consistency and accuracy with respect to pair-wise comparisons using computed weights and priorities in this study, the evaluation of the ‘farm-inn’ selection system can be utilized as a marketing tool for DMOs in rural destinations.
I. 서론
II. 이론적 배경
III. 연구방법
IV. 분석결과
V. 결론 및 시사점
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