외국인의 한국농촌관광 중요도-만족도 분석을 통한 개선방안 연구

Abstract

There is a growing interest in Korea amongst foreigners, and a rising number of foreign tourists were visiting Korea before the pandemic. However, foreign tourists who visit Korea only encounter the country’s unique environment, westernization, and modernization, and do not experience anything new. Therefore, to improve this situation, the importance and satisfaction of the relevant selection attributes were analyzed and efficient improvement measures were sought to be identified through a survey. As a result, the selection attributes of rural tourism were classified into tourism resources, regional characteristics, convenience, something to enjoy, surrounding environment, and market accessibility. It is now necessary to evolve a plan, taking into consideration the regional characteristics that have the greatest influence on satisfaction. This plan should provide tourists with a way to experience the culture of locals in Korean rural areas who value a life lived in harmony with nature and observe the lifestyle of residents such as traditional weddings, play, food, and housing. This study was conducted to prepare the basic data to respond to foreign tourists visiting rural areas and to seek ways to increase revisits and future satisfaction for the age group which has purchasing power. For future studies, it is necessary to research other countries and evolve detailed sample selection criteria to conduct surveys. This will enable implementation of comprehensive improvement measures through surveys of importance and satisfaction.