본 연구는 남해군을 대상으로 방문자의 관광지 속성 만족도 및 재방문 의도를 평가하고 농촌관광 활성화 방안을 제안하고자 수행되었다. 방문자의 사회·인구통계학적 배경, 인식, 행태, 경험, 속성 만족도, 재방문 의도를 분석하였다. 속성 만족도는 관광자원, 체험프로그램, 접근성, 시설, 숙소, 위생·청결, 홍보·정보, 친절, 가격·서비스로 구분하였고, 재방문 의도는 재방문 의도, 홍보 의도, 추천 의도로 구분하였다. 방문동기는 자연경관 감상(36.9%), 가족/친구와 시간 보내기(34.8%), 회복(13.9%) 등이었다. 목적지 이미지는 바다, 독일마을, 마늘, 갯벌체험이 주요하였고, 금산 및 보리암, 상주해수욕장, 독일마을이 남해군 속성을 나타내는 주요한 매력적인 목적지였다. 주요한 정보원은 인터넷과 주변 사람들이고, 동반자는 가족 또는 친구/연인이며, 재방문율은 57.8%이고(평균 5.4회), 남해군이 직접적이고 중요한 목적지였다. 체류기간은 2~3일이고, 여행경비는 평균 400,100원이었다. 전반적으로 관광자원, 체험프로그램에서 상대적으로 만족도가 높았고, 가격·서비스, 접근성, 시설에서 낮게 나타났다. 재방문 의도, 홍보 의도, 추천 의도 모두는 모든 속성 만족도와 매우 유의성 있는 양(+)의 상관(p<.01)을 나타냈다. 속성 만족도 모두를 독립변수로 설정하여 단계입력 방식으로 다중회귀분석한 결과에서 재방문 의도는 위생·청결, 숙소, 가격·서비스, 접근성에 의해서, 홍보 의도는 관광자원, 가격·서비스, 위생·청결에 의해서, 추천 의도는 관광자원, 시설에 의해서 유의적으로 추정되었고, 각각에서 열거된 순서대로 상대적으로 더 높은 영향력을 가졌다. 남해군 농촌관광 활성화를 위해서, 관광자원, 숙소, 편의시설에서 위생·청결, 가격·서비스의 개선이 우선적으로 필요함을 제안할 수 있었다.

This study was carried out to evaluate the attribute satisfactions and revisit intention of visitors to Namhae county and to propose measures to revitalize rural tourism. The socio-demographic background, recognition, behaviors and experience, attribute satisfactions, and revisit intention of visitors were analyzed. Attribute satisfaction was classified into tourism resources, experience programs, accessibility, facilities, accommodation, sanitation & cleanliness, public relation & information, hospitality, price & service,, and revisit intention was classified into intent to revisit, publicize and recommend. Motives of visit were enjoying natural scenery (36.9%), having fun with family/friends (34.8%), relaxing mental and physical fatigue (13.9%), etc. As for the destination image, sea, German village, garlic, and mudflat experiences were the major factors, and Geumsan & Boriam temple, Sangju Beach, and German village were the major attractive destinations showing the attributes of Namhae county. Important information sources were Internet and people around, companions were family or friend/sweetie, with a revisit rate of 57.8% (average 5.4 times), and Namhae county was a direct and important destination. Duration spent in Namhae county was 2-3 days, and tourism expenditure was 400,100 KRW on average. Overall, satisfaction with tourism resources and experience programs was relatively high, and prices & services, accessibility, and facilities were low. Intent to revisit, publicize, and recommend all showed a very significant positive (+) correlation (p<.01) with all attribute satisfactions. In the results of multiple regression analysis with stepwise method by setting all attribute satisfaction as independent variables, intent to revisit was significantly estimated by sanitation & cleanliness, accommodation, price & service and accessibility, intent to publicize was by tourism resources, price & service and sanitation & cleanliness, intent to recommend was by tourism resources and facilities. And then the independent variables had a relatively higher influence in the order listed in each. To revitalize the rural tourism of Namhae county, it can be proposed that the improvement of sanitation & cleanliness and price & service are needed first in tourism resources, accommodation and convenience facilities.

초록
Abstract
서론
연구방법
    1. 대상지 선정
    2. 설문지 설계
    3. 조사 및 분석
결과 및 고찰
    1. 사회·인구통계학적 배경
    2. 방문동기 및 인식
    3. 행태 및 경험
    4. 속성 만족도 및 재방문 의도
References

• 허근영(경상국립대학교 도시시스템공학과/경상국립대학교 조경학과/경상국립대학교 농업생명과학연구원 국제정원센터) | Keun-Young Huh (Department of Urban System Engineering, Gyeongsang National University/Department of Landscape Architecture, Gyeongsang National University/International Garden Center, Institute of Agriculture and Life Science, Gyeongsang National University) Corresponding author
• 김인혜(경상국립대학교 원예과학과/경상국립대학교 농업생명과학연구원 국제정원센터) | In-Hea Kim (Department of Horticultural Science, Gyeongsang National University/International Garden Center, Institute of Agriculture and Life Science, Gyeongsang National University)
• 박명식(경상국립대학교 도시시스템공학과) | Myeong-Sik Park (Department of Urban System Engineering, Gyeongsang National University)