최근 사회는 변화하는 미디어 환경에서 인터넷과 스마트폰에 의한 부작용, 과도한 경쟁 사회, 가족기능의 약화 등이 가속화 되고 있고, 도시화 및 산업화로 인한 소음, 공해 등으로 인해 사람들은 환경스트레스에 노출되어 있는 상황이다). 이로 인해 치유는 일종의 사회적 트렌드가 되었고, 사람들이 일상의 스트레스에서 벗어나 휴식과 회복을 원하는 욕구가 증가하고 있어 치유농장을 찾는 사람들이 증가하고 있다. 치유농업의 발전으로 농촌지 역의 활성화, 농민은 농업을 통해 스스로 자립하고, 체험자는 체험이나 치유 활동을 취하 는 등 서로 상호작용을 통해 발전할 수 있다. 따라서 본 연구는 국내의 치유농업의 발전을 위한 국내 동향을 알아보기 위한 기초자료를 마련하기 위해 국내 치유농업의 현황을 분석 하여 후에 국내 치유농업의 정착과 발전을 위한 방안을 제시하는 것이다.

The role of rural towns as a leisure space has recently been increasing with changes in the consumption trends in domestic tourism. Based on the tourists visiting the town of Sunheul-ri, Jocheon-eup, a rural Village in Jeju Island, this study categorized the market according to the images formed by the tourists of rural towns, and analyzed the preferred mode of participation in rural field activities for each category. We analyzed the characteristic factors of the images of rural tourism formed by the tourists, extracted three factors for cluster analysis, and then formed three groups: “Group of Rural Experience Activity” “Group of Rural Environment and Service” and “Group of Rest in the Rural” After analyzing the preferred activity in each image-category group, we found no significant differences among the groups in ordinary activities such as viewing the scenery, experiencing and learning about the natural environment, and culinary experiences. However, there were significant differences among the groups regarding participation in experiential tour programs with the purpose of active tourism. The “Group of Rural Experience Activity” sought to actively participate in various activity programs, whereas the “Group of Rest in the Rural” comparatively had a weaker preference for such active programs. We thus learnt that tourists’ preferred activities are different according to the types of images formed by the tourists visiting rural towns. Therefore, to strengthen the competitive advantage of the rural tourist destinations of Jeju Island, it is necessary to provide various activity programs that are appropriate for the rural regions of Jeju and to accord with the expectations associated with each market segment category by positioning the programs according to the characteristics of the images held by the tourists.

This study is to analyze the preference of experiential activities and behavioral intention on rural tourism, with special focus on parents group of elementary students. The result can be utilized as basic data for demanding aspect of rural experiencing tourism. Two-step questionnaire survey was conducted, during May to July, 2915. Sample group was selected at 4 elementary school in Daegu city. 347 valid responses were analyzed with SPSS. Major results are as follows. Firstly, suggested model for 23 experiential activities in 7 types, were verified as valid by verifying factor analysis. Factor 1 was verified and named as ‘Rual Life Experience’, Factor 2 was verified and named as ‘Health/Healing Experience’, Factor 3, as ‘Agricultural Product Experience’, Factor 4, as ‘Eco-Cultural Experience’, Factor 5, as ‘Leisure/Sports Experience’, Factor 6, as ‘Traditional Wellbeing Food Experience’, and Factor 7, as ‘Traditional Culture Experience’. All 7 factors explained 75.39% of total variance. Secondly, mean score of preference by each activity showed high in ‘Health-care experience’, ‘Traditional food experience’ and comparatively low in ’Collecting experience’, ‘Agricultural experience’. Thirdly, all 7 types(factors) of experience showed significant affecting relation to satisfaction, intention to participation and recommendation. Specially, ‘Eco-Cultural Experience’ and ‘Rural Life Experience’ showed high affecting relation. This could be the characteristics of parents group of elementary students.