The dual processes of cognition and affect impact consumers’ choice of sharing economy-based experiential tourism. Prior knowledge of sharing economy technologies and favourable attitude toward sharing economy impact consumers’ intention to adopt a peer-to-peer experiential tourist service. Data from 150 respondents and OLS and OLogit analyses supported the hypothesis.

This study is to analyze the preference of experiential activities and behavioral intention on rural tourism, with special focus on parents group of elementary students. The result can be utilized as basic data for demanding aspect of rural experiencing tourism. Two-step questionnaire survey was conducted, during May to July, 2915. Sample group was selected at 4 elementary school in Daegu city. 347 valid responses were analyzed with SPSS. Major results are as follows. Firstly, suggested model for 23 experiential activities in 7 types, were verified as valid by verifying factor analysis. Factor 1 was verified and named as ‘Rual Life Experience’, Factor 2 was verified and named as ‘Health/Healing Experience’, Factor 3, as ‘Agricultural Product Experience’, Factor 4, as ‘Eco-Cultural Experience’, Factor 5, as ‘Leisure/Sports Experience’, Factor 6, as ‘Traditional Wellbeing Food Experience’, and Factor 7, as ‘Traditional Culture Experience’. All 7 factors explained 75.39% of total variance. Secondly, mean score of preference by each activity showed high in ‘Health-care experience’, ‘Traditional food experience’ and comparatively low in ’Collecting experience’, ‘Agricultural experience’. Thirdly, all 7 types(factors) of experience showed significant affecting relation to satisfaction, intention to participation and recommendation. Specially, ‘Eco-Cultural Experience’ and ‘Rural Life Experience’ showed high affecting relation. This could be the characteristics of parents group of elementary students.

This survey was performed with 262 dwellers who live in the city from April 1 to 30, 2009. The following analysis methods were executed; frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. This study analyzed the relationship between rural tourism motivation and rural experiential tourism program preference of city dwellers. Rural tourism motivations are novelty experience, advantageousness, self-attainment, aesthetics, deviation, relationship, relaxation, and nature-scenery. And rural experiences are divided into farmhouse life experience, traditional rural culture experience, outdoor activities experience, wellbeing healthcare experience. Authors found that rural tourism motivations affect rural experiential tourism program preference. So, authors argue that rural tourism needs market segmentation strategy.