The purpose of this study was to analyze the participant’s perception of importance and performance of rural tourism network products that are linked with local resources, and propose the implications on the development direction of such products. The focus is on helping rural tourism network products acquire competencies that will help them evolve their business and differentiate themselves. To reach these objectives, a survey was designed through theoretical research on the motive of rural tourism and on agritourism networks. The survey was carried out on visitors to rural communities that produce rural tourism network products from November, 2015, to January, 2016 using 165 copies of a questionnaire after distributing 175 copies. The first quadrant continue and sustain‘, an area of high importance and high performance, included trial program components, stress reduction, getting away from daily routines, gaining new experiences, comfort, experiencing rural culture, travel expenses, and making memories with family. The second quadrant ‘requires intensive improvement’, an area of high importance but low performance, included having diverse trial programs, refreshment, experiencing agriculture, and education of children. Therefore, continuous interest is required for the area of ‘maintenance’ just as it is for activating educational farms in rural communities and a more fundamental improvement in the operation should be made for the area of ‘intensive management’.

I. 서 론
 II. 이론적 연구
  1. 농촌관광 동기
  2. 농촌관광에서의 네트워크
 III. 조사 설계
  1. 측정항목 도출
  2. 연구대상 및 자료수집
  3. 자료수집 및 분석방법
 IV. 분석결과
  1. 응답자의 인구통계적 특성
  2. 측정도구의 신뢰성 및 타당성 분석
  3. 측정변수 간 상관관계분석
  4. 기술통계 분석결과
  5. IPA 결과
 V. 토 의
 References

• 이희창(전라북도 순창군청) | Lee, heechang
• 김선희(농촌진흥청) | Kim, seonhee Corresponding author