The objective of this study is to explore the preference differences of experience programs in rural areas according to socio-demographic characteristics. For this purpose, data were collected from a total of 481 adults visited in rural social enterprises in 2015, using self-administered questionnaire survey. Twenty-six items for evaluating the preference of experience program were measured using 5 score Likert scale and were extracted to 6 factors such as physical, ecological, historical culture, recreational and healing, watching show, and rural life experience. The results were as follows: first, visitors preferred the ecological experience the most and in order of recreational and healing, rural life, physical activity, historical culture, and watching show. Secondly, physical activity were preferred by young people, the unmarried, and student. Ecological, historical culture, recreational and healing, rural life experience were preferred by higher income earner or highly educated. Based on these results, implications for developing customized consumer’s experience program for rural social enterprises will be suggested.

선행연구 고찰
  농촌 사회적기업
  농촌체험 프로그램
 연구방법
  문항구성
  자료수집
  분석방법
 결과 및 고찰
  조사대상자의 사회인구학적 특성
  농촌 사회적기업 방문 실태
  선호하는 농촌체험 프로그램
  방문객 특성별 농촌체험 프로그램 선호도
 요약 및 결론
 REFERENCES

• 윤순덕(농촌진흥청 국립농업과학원) | Soon-Duck Yoon Corresponding author
• 이선민(농촌진흥청 국립농업과학원) | Sun-Min Lee
• 김경희(농촌진흥청) | Kyung-Hee Kim
• 최재웅(농촌진흥청 국립농업과학원) | Jai-Ung Choi
• 정명철(농촌진흥청 국립농업과학원) | Myeong-Cheol Jeong
• 이상영(농촌진흥청 국립농업과학원) | Sang-Young Rhee
• 김미희(농촌진흥청) | Mi-Heui Kim
• 홍서연(농촌진흥청 국립농업과학원) | Seo-Yeon Hong