Abstract
The purpose of this study was to examine the effect of recovery experience of rural healing tourism on tourism satisfaction, and life satisfaction. In particular, the study focuses on moderating effect of visit experience. Data were collected from 433 visitors by field survey from the seven rural healing tourism villages. SPSS 20.0 and AMOS 20.0 were used for frequency, confirmatory factor, and structural equation modeling analyses. The study results indicated that recovery experiences had a partial positive effect on tourism satisfaction. Among recovery experience factors, relax had the strongest impacts on tourism satisfaction. Tourism satisfaction had a positive effect on life satisfaction. In addition, tourists’ prior visiting experiences moderated the relationships between recovery experience and tourism satisfaction. The results of this study will help to establish effective marketing strategies for rural healing tourism operation.
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