Recently, interest in rural tourism for urban dwellers has increased, and rural communities are chosen as tourist destinations. Under these circumstances, the study was designed to analyze the effects of the quality of service at rural stay sites on customer satisfaction and recommendation intention. The analysis method analyzes the demographic characteristics of the survey participants and characteristics of participation in rural stay. And the quality of service for the experience of rural stay was analyzed with SERVQUAL’S five-dimensional type, reliability, assurance, responsiveness, empathy, tangible and customer satisfaction, intent of recommendation and regression. Major analysis shows that the survey subjects were found to have an average age of 41.8 years, 49 to 59 years old, and a high degree of university graduation. And as characteristic of participation, the form of company was family and relatives, the form of family meeting was many summer, the reservation was Internet, and payment by cash and card were many. As a result of the hypothesis testing, reliability, assurance, responsiveness, and empathy among the quality of service of rural stay were affected in customer satisfaction. In addition, the quality of service and the intent to recommend it were statistically significant, reliability, assurance and empathy. Therefore, it is deemed necessary to make efforts to improve service quality as the quality of service at rural stay places has relevance to customer satisfaction and recommendation intention.

I. 서 론
 II. 서비스품질과 고객만족, 추천의도의 고찰
 III. 연구의 설계
  1. 연구모형의 설정
  2. 설문의 구성
  3. 자료수집 및 분석방법
 IV. 결과 및 고찰
  1. 조사대상자의 특성
  2. 변수의 타당도와 신뢰성 분석
  3. 변수의 기술적통계와 상관관계
  4. 회귀분석의 결과
 V. 요약 및 결론
 References

• 장동헌(전북대학교 농경제유통학부) | Jang, Dong-Heon Corresponding author