농촌 민박 시설의 지각된 가치가 만족에 미치는 영향 : ‘체험 지향적 집단’과의 비교를 중심으로

Abstract

It used to be considered that guests of rural home-stay are ‘experience-oriented’. But there could be varieties of segments among them. This study revealed that there is the difference of the effect of rural home-stay facility’s perceived value on the variety of satisfactions between the group of total visitors and the ‘experience-oriented’ segment. This finding of differences between these two groups addresses the implication that generalization of home-stay guests is not effective to respond to the needs of specific ‘experience oriented’ group. The research method was the path analysis of perceived value factors of rural home-stay visitors and their satisfaction of home-stay service, home-stay experience, and rural tourism experience of the area. However perceived value of ‘physical environment’ factor has most prominent effect on the variety of satisfactions regardless of groups or segments. For the ‘experience-oriented’ segment, perceived value of ‘tourism convenience’ factor has most prominent effect on the variety of satisfactions. For the group of total visitors, perceived value of ‘service quality’ factor have comparatively minor effect on ‘home-stay service satisfaction’. But in the rural areas it is difficult to supply proper human resources for the service. Therefore, especially for the segment of leisure and escapism, this study proposed to apply ‘untact’ service technologies to the rural home-stay management.