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A study on the attribute of rural tourism using the choice experiment
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선택실험법을 통한 농촌관광 선택속성에 관한 연구

논문 기본 정보

Type
Academic journal
Author
Jung, Jiwoo (경기대학교) Lee, Won Seok (경기대학교) Song, Myungkeun (동아대학교) Moon, Joonho (강원대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.29 No.1(Wn.121) KCI Accredited Journals
Published
2020.1
Pages
199 - 211 (13page)
DOI
10.24992/KJHT.2020.01.29.01.199.

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A study on the attribute of rural tourism using the choice experiment
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Abstract· Keywords

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The main purpose of this study is to explore the preferences of tourists regarding the attribute of rural tourism, which fulfills an important role in the exchange between urban and rural society. Rural tourism was presented as a way to invigorate rural communities. Therefore rural tourism was supported and fostered at the government level from the 2000s. However, the need for improvement of rural tourism was raised due to low satisfaction and lack of differentiation. Accordingly, this study was conducted to identify preferences by important attributes to supplement rural tourism. Choice Experiment (CE), a representative systematic method showing the magnitude of preference as an amount of marginal willingness-to-pay (MWTP), was employed as a main analytic method in the study. Data collection was conducted on October 19, 2019, and from November 10 to 11, 2019, and a total of 219 surveys were used for analysis. This study employed Su-mi village as the place for the data collection because the venue is a popular domestic rural tourism destination. The study found that experience, natural contact, and amenities among the suggested attributes had positive effects, while the amount used per night had negative effects. The marginal willingness-to-pay (MWTP) for convenience facilities was calculated at KRW 68,297, the highest among the attributes, and the experience was derived in order of KRW 28,956 and KRW 22,308. This study presents the specific preferences of respondents on the nature of rural tourism. From these findings, we improve the understanding of tourists and provide information on areas to focus on. This study expects to contribute to the development of rural tourism.
#Rural Tourism #Marginal willingness to pay #Amenities #Experience #Natural contact #농촌 관광 #한계지불의사액 #체험 #자연접촉 #편의시설

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 결론
참고문헌
국문초록

References (41)

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강평년 / 2005 / 도시민의 농촌관광지 선호에 관한 연구 / 도시행정학보 18(3):3~21 dbpia 김미연 / 2016 / 선택실험법에 의한 프랜차이즈 커피전문점 속성의 가치추정 / 관광연구저널 30(6):183~196 dbpia 김진옥 / 2015 / 힐링관광 참여자의 주의회복과 치유프로그램에 대한 감정이 삶의 만족과 충성도에 미치는 영향 / 호텔경영학연구 24(4):161~178 dbpia 농촌진흥청 / 2017 / 2016 도시민 농촌관광실태조사 google schola 류성옥 / 2015 / 골프와 스크린 골프, 대체관계인가? 보완관계인가? 선택실험법 접근 / 호텔경영학연구 24(4):1~16 dbpia

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