농촌관광의 체험과 이미지가 관광몰입 및 방문만족에 미치는 영향

Abstract

The Effect of Rural Tourism Experience and Rural Tourism Image on Tourists’ Immersion and Visit Satisfaction. This study used SPSS WIN Ver.22.0 statistical software package, the social science research analysis package, and AMOS 18.0 for the empirical analysis. It conducted a frequency analysis on the demographic characteristics of the tourism employees who responded to the questionnaire, a factor analysis, a confidence analysis, a correlation analysis and an empirical analysis by applying the SEM (Structure Equation Model) to figure out the structural correlation between each factor. As a result of verification of the hypotheses, 4 factors of rural tourism experiences and 1 factor of tourists’ immersion were adopted as well as 2 factors of rural tourism images and 1 factor of tourists’ immersion, meaning that hypotheses 1 and 2 were adopted. The hypothesis on the relationship between 1 factor of tourists’ immersion and 1 factor of visitors’ satisfaction was adopted. 4 factors of rural tourism experiences and 1 factor of visitor’s satisfaction were partially adopted. Lastly, the relationship between two factors of rural tourism images and 1 factor of visitors’ satisfaction was partially adopted. this study is expected to be used as a useful basic data for effective positioning of the tourists in rural tourism through the representative rural tourism experience types. Second, it can be used as a useful data to learn the rural tourism images of Korea’s representative rural tourism experience villages at the moment, and as an important data to recognize the future projects or policies regarding rural tourism.