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.

This survey was performed with 262 dwellers who live in the city from April 1 to 30, 2009. The following analysis methods were executed; frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. This study analyzed the relationship between rural tourism motivation and rural experiential tourism program preference of city dwellers. Rural tourism motivations are novelty experience, advantageousness, self-attainment, aesthetics, deviation, relationship, relaxation, and nature-scenery. And rural experiences are divided into farmhouse life experience, traditional rural culture experience, outdoor activities experience, wellbeing healthcare experience. Authors found that rural tourism motivations affect rural experiential tourism program preference. So, authors argue that rural tourism needs market segmentation strategy.

본 연구는 어촌지역의 미래 관광수요를 예측하고 어촌지역 관광을 활성화시킬 수 있는 지방정부의 정책적 방안을 탐색하는 것을 목적으로 하고 있다. 연구는 강원도 동해안 지역을 중심으로 이루어 졌다. 분석은 시계열 분석과 그 지역 관광객을 대상으로 한 설문조사를 통해 수행되었다. 분석결과, 동해안 어촌지역의 내국인과 외국인 관광객은 모두 증가되어 왔지만, 그 지역은 그러한 증가되는 관광수요를 지역경제 성장으로 흡수할 정도로 충분히 수용하지는 못해왔다. 그 지역의 미래 내 외국인 관광수요는 꾸준히 증가될 것으로 예측 되었다. 그러나 과거의 증가율에 비하면, 그 증가율은 특히 외국인 관광객의 증가율은 그다지 긍정적으로 평가되기 어렵다. 이런 분석 결과를 통하여, 그 지역의 관광 활성화에 도움이 될 수 있는 지방정부의 정책적 시사점을 몇 가지 발견 하였다.

본 연구는 전주수목원 생태관광객의 방문동기 유형에 따른 각각의 세분집단별로 수목원 이용만족도에 영향을 미치는 결정요인을 분석함으로써,바람직한 수목원 서비스품질 개선을 위한 기초자료 제공을 목적으로 하였다. 분석결과, 도출된 방문동기 요인들을 토대로 수목원 관광객을 ‘생태적 추구형’, ‘학습지향형’, ‘탈일 상추구형’의 3개의 세분집단으로 분류하였다. 이들 세분집단에 따라 모든 이용만족도 요인들과 종합적 만족도는 유의한 차이가 있는 것으로 검증되었다. 또한 ‘시설․환경’ 요인을 제외한 모든 이용만족도 요인들이 종합적 만족도에 유의한 영향을 미치는 것으로 검증되었다. 특히 ‘관찰시설’과 ‘교육’요인의 영향력이 가장 큰 것으로 나타난 반면에, ‘시설․환경’요인은 그 영향력이 미미한 것으로 확인되었다.‘생태적 추구형’ 집단은 관찰용 전망시설과 자연학습 탐방로 등 관찰시설을 중요시하고, 자연생태계에 대한 지적인 활동을 추구하는 특성을 나타냈다. ‘학습지향형’ 집단은 자연체험․생태학습이나 교육적으로 유익하고 이해하기 쉬운 해설내용 등 지식추구적이고 환경교육적인 측면을 강조하였다. ‘탈일상추구형’ 집단은 직원들의 친절한 안내서비스나 수목원의 시설․환경적인 측면을 중요시하는 경향을 보이는 것으로 확인되었다.

본 논문에서는 기후 변화가 관광산업에 미치는 영향에 대해 고찰하고 기존의 사례연구를 바탕으로 겨울철 관광산업이 나아가야 할 방향을 모색하였다. 기후 변화에 따른 기온 상승은 관광객ㆍ스키어 수를 감소시켜 겨울철 관광산업에 부정적인 영향을 미치며 겨울철 관광산업에 의존성이 큰 지역일수록 이에 관한 연구를 활발하게 진행하고 있다. 북아메리카, 오대호, 뉴잉글랜드, 뉴햄프셔, 버몬트, 캐나다의 온타리오와 퀘벡, 스위스 알프스, 오스트리아, 일본 등지에 대한 연구가 이미 진행되었으며 이 연구들은 기후 변화에 따른 겨울철 관광산업의 취약성에 대해 기술하고 있다. 기후 변화에 대한 관광의 취약성을 극복하기 위해서 관광 적지에 대한 연구들이 요구된다. TCI 분석은 관광 적지를 찾는 좋은 수단이 될 수 있으며, 이러한 연구는 향후 기후변화에 따른 대응 방안의 일환으로 사용될 수 있을 것이다.

The purpose of this study was to analyze the lifestyles of tourists visiting rural experience tourist destinations and the influential relations of the attributes to affect rural experience tourism. The research findings show that the lifestyles of tourists had significant impacts on their preference for rural experience programs(0.2502/3.0l2). Second, their lifestyles had also significant impacts on the need for rural experience tourist destinations(5.039/3.363). Third, their preference for rural experience programs had significant influences on their intentions for revisits(0.386/3.l60). Fourth, their preference for rural experience programs had significant influences on their intentions for word of mouth(1.448/8.073). Fifth, their need for rural experience tourist destinations had significant impacts on their intentions for revisits(1.940/5.594). And finally, their need for rural experience tourist destinations had no significant influences on their intentions for word of mouth(-1.0611-1.421). According to the analysis results of the regression coefficient of the measuring model, enjoying leisure(1.130/6.775) and pursuing health(1.110/9.001) were large influential factors in lifestyle; pursuing learning(1.47317.946) was the biggest influential factor in preference for rural experience programs; and a natural environment(1.220/8.990) was the biggest influential factor in the need for rural experience tourist destinations.

The purposes of this study were (1) to investigate the factors which affect customer satisfaction of Upo wetland ecotourism website, Upo Wetland Cyber Ecological Park. (2) to examine the relationship between satisfaction and behavioral intentions, specifically, the desire to revisit and :recormnend it to others. The four factors were ecotourism contents, design, system charaderistics, and trust. It was found that four factors, i.e., ecotourism contents, design, system characteristics, and trust were significantly influencing customer satisfaction, which in tum affected revisit and word of mouth. Suggestions for further studies and managemental implications are discussed.

The aim of this study is to analyze the green-tourism centrality considering spatial interaction using Gravity Model and social network method. The degree centrality and prestige centrality were applied as green-tourism centrality index. The rural amenity resources and human resources were counted as attraction factors, and a distance among villages was used as friction factor in gravity model. The weights of rural tourism amenity resources were calculated using the analytic hierarchy process(AHP) method and applied to evaluate green-tourism potentiality. The distance was measured with the shortest path among villages using geographic information system(GIS) network analysis. The spatial interaction from gravity model were employed as link weights between nodal points; a pair villages. Using the spatial interaction, the degree-centrality and prestige-centrality indices were calculated by social network analysis and demonstrated possibility of developing integrated green-tourism region centered on high centrality villages.

The changes in the worldwide paradigm of the sustainable development have started to be applied in the entire industry fields, and they come out as the sustainable tourism in the field of tourism. And the ecotourism has emerged as a practical method to meet the needs of the actual practice and the intellectual system for the sustainable tourism. In the type of tourists based on tourist attitude, 82.3% has the environment-friendly tourist attitude as a potential ecological tourist or an ecological tourist. In addition, there are the potentials of increase in ecological tourists as well as the revitalization of ecological tourism. First, the ecological tourists are mostly the well-educated and married professional workers at 40, housewives, and people earning a high income. Next, the potential ecological tourists are mainly the well-educated and married professional workers at 30, workers in the service industry, and middle-class citizens. Lastly, the general tourists are the students at 20 who are single, earn a low income, and has low level of eduction. This study presents useful data to the tourist business in terms of the development, operation and management of sustainable ecological tourism.

The rural area has kept traditions and green open spaces highlighted in these days since the life quality elevated. Institute of Rural Resources Development has been conducting nation-wide survey project for rural amenity resources to construct the databases of rural amenity distribution and richness. Using surveyed data from the project, this study was implemented to evaluate rural amenity values based on SAW (Simple Additive Weighting) method considering two aspects including living and tourism amenity. For defining the set of evaluation criteria, the rural amenity resources were classified into almost intact nature resources(natural resources), interaction between nature and man resources(cultural resources) and man-made resources(social resources). The weighting values of the criteria were evaluated from the step wise pair-comparison results by AHP(Analytic Hierarchy Process) method. In the results of weighting values related to living amenity, social resources was the hightest ranked criterion (0.512), followed by cultural resources (0.245) and natural resources (0.243). On the other hand, the results related to tourism amenity was that weighting values of natural resources, cultural resources and social resources were 0.481, 0.340 and 0.179, respectively. The two aspects evaluation methods was applied to the selected 18 areas (Myeon administration level) in Chungcheongbuk Do. The results demonstrated the differences of amenity values for living conditions and tourism conditions and could be used for prioritizing rural amenity planning.

Tourist destination remodeling project is the tourist destination activation program to promote underdeveloped tourist destination that the Ministry of Culture and Sports has been implementing as a pilot program since 2005. Since previous tourist destination development programs focused on developing facilities, they could not quite cope with the changes in the tourism paradigm. Especially for caves, they could not escape from the simple sightseeing for the characteristics of the resource were fit to the caves. These results failed to meet tourist demands to experience and participate that the number of tourists is continuously decreasing. To cope with the circumstances, the government introduced a pilot program, a comprehensive tourist destination reorganization plan designed to comprehensively promote the tourism contents development (software) that can differentiate the region such as the tourism activation programs, tourist destination management and operation system reorganization (humanware) along with the repair of facilities (hardware project). This study emphasized the participation of residents who are the actual subject of management and operation of tourist facilities and programs in the course of establishing the master plan for remodeling for Gossi Cave that it can be used as the reference for establishing remodeling plan based on resident participation in the future.

Settlement problems in rural area are gradually becoming more intense due to decreasing agricultural income led by market globalization. Rural tourism is considered as one of alternatives for complementing agricultural income. In this study, we analyzed the relation of rural development project and the influx of population on green tourism villages. Results show that the influx of population in rural area is related with project cost, tourism income, visiting numbers, and ratio of labor population. With these results, we modified rural population model for estimating future rural population. Adapted result to Buraemi village by modified model showed that estimation error can be decreased from 7.23% to 0.95%.

Drawing on Herzberg's two-factor theory, this article suggests that visitors to rural tourism base their overall evaluation with an experience on their consideration of two types of aspects referred to as either 'motivators' and 'hygienes' by using the critical incident technique. 233 critical incidents described by 121 participants are categorized into three exclusive factors which are named as experiential factor, cognitive factor, and affective factor. The application of Herzberg's two-factor theory to rural tourism suggests 'satisfiers' to come from the experience-activity itself, experiential factor. While more peripheral elements constitute 'dissatisfiers', cognitive factor. The paper provides the advancement and broad application of Herzberg's theory to further understand rural tourists satisfaction.

This study aims to compare internet portal sites for rural tourism, and to suggest the improved contents for homepage information on mountain villages under the Korea Forest Service. Design, interface, information source, and communication as estimation indicators were used to understand the characteristics of portal sites, and sub-items under indicators to analyse the portal sites were established. Nationwide portal sites were compared for rural tourism information. Also, German and Italian portal sites were compared as overseas cases. As a result, an internet portal site for information on mountain villages under the Korea Forest Service has to be improved as compared with other portal sites related to rural tourism. Firstly, it is necessary to modify and improve the category explaining mountain villages. Secondly, homepage for developing mountain villages has to be established and linked to potential visitors. Thirdly, portal sites for developing mountain villages subsequently have to be constructed under the site of the Korea Forest Service.

Tourism and recreation spots in Korea have been developed metropolitan cities-oriented that facility construction has too much importance in local tourist site development more than satisfaction and experience. Tourism hardly seems to play its role as a motive power even in locals where tourism occupies much in their economic development. Therefore, the ministry of culture & tourism has introduced a plan to discover cultural and tourism resources as a development alternative which handles theme-ability and specialization. However, most projects of local tourism resources developed since 1999 have resulted similar features comparing to previous and existing tourist spots. And the main objectives of this paper have not been realized very well. This research hence forth suggests a program-based model development in tourism resources, with a case study of Gokun-gugok, one of the historical and cultural sites and is located in Hwachon-gun, Gangwon Province. Main points include: Since the Gokun-gugok landscape has been undermined and been loosed the traditional cultural value due to the road development, this study intends to plan to make the adventure of tourism destination including restoring the site as a cultural place. The Gokun-gugok site needs to develop combining various types of tours and adventures with instructive and educational programs to meet the visitors' needs. This research also intends to precede a development plan based on harmonizing natural, historical and cultural assets of the Gokun-gugok with facility maintains and tourism development. Meanwhile, the study stresses on realizing development of tourism resources categorizing programs by seasonality, visitor's economic class, and visit duration. Asa consequence, the research presents a "Culture & Tourism Academy" which deals with these types of adventure programs and informative educations. To assess feasibility of the development plan in terms of economy, environment and policy, the research conducted the site inspection and examined the site's surroundings, land properties and inundation. 145,000 square meters have been extracted as a feasible development area out of total 392,500 square meters. Finally, the study segmentizes target markets basedon the result of the survey on visitors and local residents. The more segmentized markets employ facilities according to their traditional characters.

This study aims to develop an evaluation method of green-tourism potential in village level with amenity resources of rural villages, considering human resources of the village. The amenity resources evaluation system was classified into three sub-classes with social, industrial, and natural resources. The system consisted of a relationship diagram between three classes resources and tourists' behavior. The new methodology considers human resources as a key factor for green-tourism potential evaluation of villages, including the amenity resources of three sub-classes. In quantitative method for the criteria, this study adopted a new method of continuous linear score method, which is applying fuzzy theory, not to give score with the existing discrete scoring method with several steps. The weighting values of the evaluation criteria were calculated from the step wise pair-comparision results by AHP(Analytic Hierachy Process) method, which industrial, natural, and social resources have relative weighting values of 523/1000, 319/1000, and 158/1000, respectively. In evaluation of another weighting value by the same methodology, the results showed that the amenity and the human resources have weighting values of 627/100 and 373/1000, respectively. The new evaluation method was applied to make the potential evaluation for rural villages of the study area, which located on Narial-myun, Keumsan-gun, Chungnam province. The development priority among the villages could be suggested reasonably by the new findings of this study, according to the evaluation results showing that the village with high possibility for development in green-tourism has high score in the potential evaluation.