농촌숙박 선택 결정요인 분석

An Analysis of the Determinants of Rural Accommodation Choices

According to the Rural Tourism Survey, nearly 80% of rural tourists do not stay overnight in rural areas and instead take day trips. This paper analyzes the factors influencing rural tourists' decisions to stay overnight in rural areas, aiming to increase this relatively low overnight stay rate. The data used for analysis is the Statistics Korea microdata from the 2022 Rural Tourism Survey, conducted in 2023. Using 1,921 records of rural tourism participants, we analyzed the determinants of rural lodging decisions via a logit model. Variables included demographic characteristics, household characteristics, rural tourism activities, frequency of non-rural tourism activities, total rural tourism expenditure, travel time to the destination, and detailed items from the rural tourism information acquisition channel. Analysis results showed that among demographic factors, only age had a statistically significant effect. Since preferred activities differ between those in their 30s and 40s, generation-specific strategies are necessary. Regarding household characteristics, housing type and income level had a statistically significant impact. Both apartment and multi-unit dwellers chose rural lodging more often than the reference group (single-family homes). Among income levels, households with a monthly income below 3-4 million won showed the highest probability of choosing rural lodging. Among specific rural tourism activities, rural experiential activities had a positive influence, whereas direct purchasing of local agricultural products (on-site buying) had a negative influence. Given that specific activities are preferred differently by generation and income level, this should be utilized in planning rural tourism programs. Regarding information acquisition channels, channels via internet sites and mobile apps positively influenced the choice of rural lodging, while past visit experience and mass media actually had a negative influence.