Proceedings of 5th Asia-Pacific Business Research Conference

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Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
Effects of Selection Attributes of Rural Experience Tourism as
the NO6 industry and the Degree of Preference to Experience
Programs on Behavior Intentions.doc
Cui,HaiLong* · Yoon, Yoo-Shik** · Kim, Ki-Hyun · Yoon, Young-Hae
The subject of this study was the visitors of “NO6 industrial exposition” at
KINTEX. This study attempts to analyze the effects of selection attributes of
the farming and fishing touristic villages and experience program
preferences on future conduct and product development support. Through
factor analysis 6 factors of the farming and fishing touristic villages such as
environment of different villages, accommodation and food quality,
experience programs, accessibility, attitude and service of residents and
experience of traditional culture were extracted. 3 factors of preferred
experience such as farming experience, educational learning experience
and experience of traditional culture were extracted through factor analysis
too. Future conducts and support of action were used as each variable
respectively in the analysis in order to analyze the relationship impacts. As
a result, it was found that environment of different villages, attitude and
service of residents which are among the selection attributes of the farming
and fishing touristic villages, as well as farming experience, educational
learning experience which are among experience program preference have
relatively big positive impact on future conduct and tourism product
development support. Aforementioned results provide baseline data for
better understanding of the selection and experience program preference
when visiting farming and fishing tourism villages. This study also presents
directions for continuous improvement of the farming and fishing touristic
village visits by visitors and tourism product development. Additionally, the
results can be very helpful for development of more competitive income
strategies for the farming and fishing touristic villages.
Key words: selection attributes of rural touristic village, behavior intentions, the degree of preference to
experience programs, the degree of support.
JEL Codes: 436
* Ph.D Candidate of Convetion Management Graduate school, Kyung Hee University, South Korea,
e-mail: [email protected]
** Faculty of convetion Management Associate Professor Kyunghee University South Korea
e-mail: [email protected]
*** MS Candidate of Convetion Management Graduate school, Kyung Hee University, South Korea,
email: [email protected]
**** Ph.D Candidate of Convetion Management Graduate Student Kyunghee University South Korea
e-mail: [email protected]
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