Abstract
Purpose The purpose of this study is to propose ways to revitalize rural tourism in Naju City, Jeollanam-do, in order to maximize the value of rurality for sustainable rural tourism.
 Methods 3 companies that carry out the accommodation and travel business affiliated with Chunnam Tourism Company were selected, and 2 people from the academic and professional groups related to Chonnam Tourism were selected and conducted by interview.
 Results For sustainable rural tourism in rural Naju City, first, we must develop an identity with the unique characteristics of rural villages. Second, we must develop the commercialization of rural tourism by the main body of rural residents. Third, the tourism content of various rural villages should be developed. Fourth, damage to rural natural landscapes and local cultural resources should be minimized. Fifth, a portion of the revenue generated from rural tourism should be returned to the succession of the traditional culture of the region. Finally, you need to develop strategies to increase customer satisfaction.
 Conclusion Although this study presents policy implications and practical implications for the sustainable tourism development and operation of rural Naju City, due to the limitation of not being able to make a practical empirical analysis of the field, it is necessary to analyze the effectiveness based on real cases in future research to try to propose a feasibility verification as claimed in this study, and due to the limitation of the selection and number of interviewees, it is necessary to collect more objective data by soliciting various opinions from rural residents and rural tourism experts.
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