Environment-friendly agricultural products in villages for rural tourism not only are very crucial as a pull factor that attracts tourists but also can serve as a way out for the development of rural areas. Experiences of agricultural products and local dishes can revitalize rural tourism and act as attractors that draw tourists to farm villages for tourism consistently. This study examines factors affecting rural experience tourists’ purchase of environment-friendly agricultural products, thereby suggesting marketing strategies for promoting the consumption of environment-friendly agricultural products of villages for rural tourism.

• 서환석(동국대학교 식품산업관리학과 대학원) | Seo, Hwan-Seok
• 황재현(동국대학교 서울캠퍼스(Dongguk University-Seoul) 식품산업관리학과 교수) | Hwang, Jae-Hyun Corresponding author