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The Effect of Service Quality on Tourist Perceived Value and Behavioral Intention in Rural Experience Village: Imsil Cheese theme park case
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농촌관광마을 서비스품질이 관광객의 지각된 가치와 행동의도에 미치는 영향: 임실 치즈테마파크 사례로

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Type
Academic journal
Author
Journal
Tourism Management Research Organization 관광경영연구 관광경영연구 제23권 제1호
Published
2019.1
Pages
439 - 461 (23page)

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The Effect of Service Quality on Tourist Perceived Value and Behavioral Intention in Rural Experience Village: Imsil Cheese theme park case
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The purpose of this study is to clarify the effect of service quality of rural tourism village on perceived value and behavioral intention of tourists. Currently, there are many difficulties due to population problems in the rural areas. It is a rural tourism experience program to strategically plan various policies for the revitalization of rural areas. Most of the articles related to experience of rural villages have a lot of research on the resource of rural nature. Although there are a lot of researches related to the management subjects of rural tourism tourism resources, there is a lack of articles related to visitors who use artificial rural resources rather than natural ones. The results of this study are as follows. The relationship between experience program and preference attributes of rural tourism villages on the perceived values ​​and behavioral intentions of tourists were investigated. First, it is necessary to nurture a professional experience instructor who can conduct the experience program professionally. In order to do this, it is necessary to provide education for acquiring information of existing methods, but it seems that recreational education for the visitors is needed. For this purpose, CS Academy and recreational education are conducted in cooperation with the company. It would be nice to include entertainment elements. And it seems necessary to develop a program that combines storytelling with the use of rural resources to develop experience programs. Second, in order to improve the service quality of rural tourism villages, it is necessary to utilize the rural environment that is not located in the city center and provide the tourists with the advantages of regional resources with the differentiated strategy. And it seems that the reservation system and the programs that advertise online should be done in the same place, and the entertainment function of experience should be strengthened. Also, it is necessary to continue to promote through the SNS, which is one of the public relations plans that fit the current trends.
#Rural Experience Village. Quality of Service. Perceived Value. Behavior Intention.

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강기호 / 2018 / 농촌관광마을의 주민참여와 관광사업 성과 간 매개요인 변화에 관한연구: 제주 농촌체험휴양마을 대상 구조방정식 모형의 적용을 중심으로 google schola 김용길 / 2017 / 농촌체험관광에 대한 지역주민의 영향인식에 관한 연구:고양․파주시를 중심으로 google schola 강신겸 / 2003 / 농촌관광, 농촌도 상품이다 / 농촌관광마을지도자 워크샵 발표자료 google schola 강신겸 / 2007 / 농촌관광 : 새로운 농촌 활성화 전략 / 대왕사 google schola 강신겸 / 2009 / 농촌관광 / 대왕사 google schola

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