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자료유형
학술저널
저자정보
저널정보
한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 호텔리조트연구 호텔리조트연구 제19권 제3호
발행연도
2020.1
수록면
159 - 179 (21page)

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The purpose of this study was to approach and analyze canonical correlation between experience elements and perceived experience value of rural tourism consumers as multi-dimensional components. Through theoretical consideration of reference, research hypotheses were set up through establishing the concepts and relationships between experience elements and perceived experience value. For this purpose, frequency analysis, exploratory factor analysis, reliability, and canonical correlation test were conducted using SPSS 20.0 on the final 422 questionnaires through the allocation sampling method for tourists aged 20 or older who have experience in rural tourism within the last year. According to the exploratory factor analysis results, experience elements of rural tourism consumers were found to be four factors: ‘educational experience’, ‘entertainment experience’, ‘esthetics experience’, and ‘escape experience’, while perceived experience value was found to be four factors: ‘functional value’, ‘economic value’, ‘emotional value’, and ‘social value’. As a result of conducting canonical correlation test between the two variables, it was found that ‘entertainment experience’ and ‘educational experience’ of the rural tourism experience elements are more likely to explain perceived experience value, and that ‘emotional value’ and ‘economic value’ are more likely to explain experience elements, showing a relatively strong correlation. The results of this study provide useful information to rural tourism managers, and it is expected that strategic implications will be provided for the development of experience programs in the future and used as basic data.

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