치유마을 사업동기와 사업만족에 관한 운영자 인터뷰 분석

Abstract

Rural healing tourism business is attracting attention as a strategy to overcome the crisis of rural tourism in the post-covid19 while increasing profits. The study aims to examine the business motivation and level of satisfaction among operators of rural healing tourism villages. A semi-structured interviews was used as the primary qualitative research method for this study and a total of 30 transcripts were collected.<BR> The results indicated that use of rural healing resources, expectation of valuable business, increase of income, rural community activation, and increase of social value were categorized as main antecedents factors for starting business motivation. Regarding the business satisfaction, enjoyment from satisfied tourists, differentiated rural healing services, rural community activation, change in mind set, and social donation with pride were found to be important antecedent factors. The findings suggest that it is necessary to plan rural healing program from the business planning stage based on the diversity of business motivation, goals, and satisfaction of healing tourism operators and to encourage their participation through support of customized education and management consulting considering these antecedent factors.