This study was performed with 239 dwellers who live in the city, visited rural tourism village. This study investigated the relationship of servicescape perception of rural tourism village and tourist satisfaction and behavior intention. The servicescape factors of rural tourism village consist of artificial factors and social factors. Social factors affect more total satisfaction, service satisfaction and environmental satisfaction more than artificial factors, but facilities satisfaction is more affected by artificial factors than Social factors. Total satisfaction and service satisfaction and environmental satisfaction influence behavior intention but facilities satisfaction does not. Total satisfaction has the biggest influence on behavior intention. This means that for successful rural tourism village development, social factors should be considered than artificial factors.

• 유광민(한양대학교 관광학과 강사) | Yoo, Kwang-Min Corresponding author
• 박한식(명소IMC 이사) | Park, Han-Sik Co-Corresponding author