The purpose of this study is to analyze urban residents' preference on rural tourism. The data was collected from 225 urban residents in Jeonju and Iksan city. The results show that 13.8% of urban resident have experienced rural tourism. Even though urban residents are low experienced of rural tourism, people who intend to experience rural tourism. They are willing to pay about 29,700won for lodging 77,401won for food , 43,900won for agri-products and 18,100won for experiencing program. These results indicate that there is a lot of potential demand for rural tourism. These results that there is a lot of potential demand for rural tourism

• 정나라(전북대학교 조경학과 대학원) | Jeong, Na-Ra Corresponding Author
• 안득수(전북대학교 조경학과) | Ahn , Deug-Soo