지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purpose of this study is to examine the relationships among the service quality of rural tourists` activities, attitude toward the village, and the perceptual dimensions(SENSE, FEEL, THINK, ACT and RELATE) of rural tourists` activities. Ansong Pungsan-gae village was selected as a research site. Longitudinal survey was implemented before and after activity participation every Saturday for three months. 259 responses were collected and used for t-test and SEM(Structured Equation Model). The results of this study is as following. First, attitudes toward the rural village before/after activity participation were compared revealing that attitude toward rural village was positively changed after activity participation. Second, three perceptual dimensions of tourist including FEEL, ACT, and RELATE significantly and positively affected satisfaction of the service quality. In addition, the satisfaction of service quality significantly and positively affected attitude change toward rural village. However, those dimensions(FEEL, ACT, RELATE) did not affect directly attitude change toward rural village. Satisfaction of service quality played a role of mediator between the perceptual dimensions of rural tourist activities and attitude change. It is concluded that rural tourist activities was one of the efficient tools to improve both the image of rural village and its brand power, ultimately influencing sales volume of its agricultural products.
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UCI(KEPA) : I410-ECN-0101-2016-326-002706158