농·어촌체험마을 방문객의 농어촌관광 체험요인이 농어촌 브랜드충성도에 미치는 영향 관계 연구 : 경상남도 농어촌체험마을을 중심으로

Abstract

The purpose of this study is to find out the relationship between the experiences of visitors to rural and fishing villages in Gyeongsangnam-do Province and their brand loyalty. The survey was conducted for visitors to rural villages from August to October 2017 and the final effective sample was 162 questionnaires, distributing a total of 180 questionnaires.BR The results of the study are as follows. First, the analysis of factors related to the experience of visitors to rural villages resulted in four factors: ‘social and leisure experience’, ‘affective experience’, ‘food experience’ and ‘nature-related experience’. In addition, the items for brand loyalty in rural and fishing villages were analyzed for four factors: ‘cognitive’, ‘affective’, ‘conation’ and ‘action’ loyalty.BR Second, as a result of analyzing the degree of experience activity of visitors to rural and fishing villages, multiple return analyses were conducted to analyze the degree of influence on brand loyalty. In addition, the analysis shows that factors that affect affective and action loyalty significantly affect all four factors, including social and leisure activities, affective experiences, food experiences, and nature-related experiences.