농촌 종점 물류는 농촌 주민들의 온라인 쇼핑에 영향을 주는 중요한 요인임. 농촌 인터넷 쇼핑의 서비스 품질은 양호한 종점 물류 배송과 지원이 필요함. 농촌 이커머스의 발전에 의 하여 농촌 주민들이 서비스의 품질에 대한 기대치도 높아지고 있음. 본 연구에서는 이커머스 만족도를 통한 농촌 종점 물류 서비스 품질이 농촌 주민의 온라인 구매행위에 어떠한 영향 미치는지 검토하고, 농촌 종점 물류 서비스의 발전을 위한 개 선 및 발전전략을 제시하였음. 본 연구에서는 구조방정식모델 (SEM)과 온충린의 매개효과 테스트를 적용하여 분석하였음. 1. 신뢰성과 서비스 편의성은 만족도에 긍정적 영향을 미치며, 원가절약은 만족도에 부정적 영향을 미침. 2. 만족도는 인터넷 쇼핑에 긍정적인 영향을 미치는 것으로 나타났음. 3. 만족도는 반응성과 구매행위 사이에 매개효과가 있고 경제와 구매행위 사이에도 매개효과가 있는 것으로 나타났음.

농촌체험의 관심과 체험이 증가되는 상황에서 농촌체험의 지속성과 경쟁력의 확보 차원으로 서비스품질이 중요해지고 있다. 이 연구는 농촌체험을 경험한 서울지역 소비자를 대상으로 서비스품질과 고객만족, 고객만족과 추천의도 간의 관계를 분석하였다. 설문분석은 총 234부이며, 빈도분석, 신뢰도분석, 확인적 요인분석, 가설검정을 하였다. 분석결과는 다음과 같다. 첫째, 신뢰도의 크론바흐 알파값은 0.6 이상, 타당도의 요인적재량은 0.7 이상, 평균분산추출은 0.5 이상이 었다. 둘째, 확인적 요인분석의 모형적합도는, CMIN/DF, GFI, TLI, CFI, RMSEA이 전반적으로 적합하였다. 셋째, 가설검정의 결과, H1의 H1-2(유형성)와 H1-3(응답성)을 제외한 H1-1(신뢰성), H1-4(확신성), H1-5(공감성)는 고객만족 에 긍정적인 영향을 주었고, H2는 고객만족이 추천의도에 긍정적인 영향을 주었다. 따라서 농촌체험의 서비스를 이용자와 제공자 간의 상호작용으로 볼 때, 서비스품질에 대한 지속적인 개선이 필요할 것이다.

Aging rate of rural area in our country is relatively high compared to that of the urban area. Thus, the introduction of meal service for the elderly residing in the rural area is necessary for their better living quality. Food habit, health and the nutritive intake conditions during the busy farming season were surveyed and comparative analysis of dietary intake for the introduction of meal service in pavilion of the elderly living in Chungnam, Kangwon, Jeonnam and Kyungbuk was performed for basic reference data of meal service introduction to the pavilion of the elderly in rural area. In general subject, the male elderly had a significant difference in marital state and showed that 79.4% was married and 20% was separated by death(P<0.05). In allowance, there were no significant difference but most of them lived with less then three hundred thousand won and especially, female lived with less then one hundred thousand won. In health state, the female elderly showed significant difference on difficulty with every day activity but with small trouble although they had to prepare their own meal(P<0.05). The condition dental health conditions of the female elderly had a significant difference showing bad conditions in following order; Kangwon(48%)>Chungnam(38.1%)>Kyungbuk(22.9%)>Jeonnam(22.5%)(p<0.05). The female elderly showed a significant difference in usage of denture and number of the female elderly without using the denture were very high(p<0.05). In nutrition intake condition, amount of sodium was very high but intakes of fiber and calcium were relatively 1ow(P<0.05). Meal service introduction in the pavilion of the elderly is suggested for the improvement of the life quality of the elderly in rural area. When developing the menu for them, conditions such as shortage of the fiber and calcium in diets, the dental conditions should be considered.

As a result of the execution of the import liberalization and local autonomy with WTO system launching, centralized rural extension service converted to localized rural extension service. This advent of globalization and localization era affects our over all agricultural condition, moreover the duty and role of rural extension organization which take complete of rural extension, is compelled to diversified and specified technology. In this study, first we will investigate the change of agricultural, rural community, and local rural extension service in globalization and localization era. Second we will analyze the confronted problems of local rural extension service. With this study's outcome for basis, we will present new role and direction of local rural extension service which can contribute to local agricultural development.

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.

The rural areas are large residential space with fewer people than urban areas. That is why they are vulnerable to social services such as health care and security. This research analyzed the vulnerability of emergency relief service in rural village through text mining and the weighting value have been calculated. Based on the calculated statistics data, the police facilities are the most important, While the fire fighting and hospital facilities are important as well. In addition, the distance from the emergency relief service facility to the rural village was confirmed by using Open API. By combining these results, The vulnerable areas of the rural villages and the emergency relief service facilities were calculated and classified into 5 levels. For rural areas, the 1st class will have 33 places, following by 1,179 in 2nd class, 199 in 3rd class, 17 in 4th class and 8 in 5th class. Hence in order to further supplement the vulnerable areas to emergency relief service in villages, geographical relocation and policy approach of emergency relief service facilities are necessary.

The interest on rural ecological landscape has recently grown on the part of policy makers for rural development. While considerable efforts and resources have been invested to preserve and utilize rural landscape, we still lack a systematic means to quantify and evaluate ecosystem service value of the rural landscape and management status. So this study suggests rural ecological landscape management indicator considering ecosystem service value. It consists of 28 criteria and 107 subcategories, which can be applied to rural village. And We have applied ecosystem service value assessment and resident’s management status on three villages, Moondang village, Yonggye village, and Sesim village.

Public transportation is public service that is contributed to the convenience of the public. However, opportunity for public services in rural areas is weaker than the chance in urban areas. The purpose of this study is to evaluate accessibility of various public facilities using public transportation. To evaluate the accessibility, we calculate the various time from community center to the nearest bus stop, walking time, riding time in bus, and waiting time for transfer. The results of this study ares as follows; (1) Villages occupy 19.8% in rural areas that walking time from community center to the nearest bus stop takes over 10 minutes in integrated Chungju-si; (2) The average speed is 21.9 km/hr estimated to departure and arrival time of bus route; (3) The accessibility time from community center using the average bus speed takes 15.43 minutes to public facilities, 35.15 minutes to emergency center, 8.70 minutes to medical center, 9.70 minutes to elementary school, 16.26 minutes to middle school, and 22.61 minutes high school; (4) The transfer time of public transportation takes 13.46, 21.96, 10.48, 7.78, 11.11, 16.10 minutes to public facilities, emergency center, medical center, elementary school, middle school, and high school, respectively; (4) Traffic accessibility using bus vehicles in the East and South Chungju-si is lower than areas in the West and North Chungju-si. Some villages surrounding public offices (eup-myeon office) which have a high density of population, indicate a high traffic accessibility.

Tourism service quality is the lifeline for the survival of tourism enterprises , which is the core embodiment of the competitiveness of tourism enterprises. Based on the perspective of tourists perceived value, this paper aimed to analyze the quality of rural tourism of Shandong province, it indentified the effect factors of tourist service quality from two research perspective: the impact to the expectations before the tourists travel process and the experience during tourists travel the process. And then, through the analysis of problems existing in the rural tourism service of Shandong province, it put forward the relative countermeasures. Key Words

갈수록 심각해지는 농촌사회의 고령화에 대응하기 위한 복지서비스의 일환으로 지역에서 보유하고 있는 기존 시설의 보완과 함께 풍부한 농촌자원을 활용하여 건강과 휴식, 행복의 가치를 제공하는 농촌 테마형 관광 상품화로 확대 조성한다면 농촌노인의 새로운 농촌의 사회·문화적 일자리 창출과 서비스가 만들어질 수 있다. 본 연구는 6차 산업을 중심으로 한 농촌의 고령인구의 교육을 통하여 적극적인 참여를 유도하고 생산, 가공, 유통, 체험관광 및 서비스가 어우러진 농가소득 창출 및 지속가능한 생태 모델의 토대를 마련하는 것이 연구의 목적이다. 농촌 지역주민간의 커뮤니케이션과 커뮤니티 활성화를 위한 콘텐츠 발굴 요소에 따라 ‘장소 기반의 공간 기능 강화’는 커뮤니티 맵핑 서비스로, ‘체험·경험적 기능 강화’는 참여 네트워크 서비스 및 상황인식+위치기반 서비스로, ‘공동체 형성 기능 강화’는 참여 네트워크 및 지역 상황 분석 서비스로 유형화하였다. 농촌지역의 커뮤니티를 대상으로 지역의 조건과 상황에 따라 제공되는 서비스는 모든 상황을 예측하여 서비스를 명시하는 것은 불가능하여 사회·문화적 서비스 가능 범주를 기술하였고, 근본적이고 총체적으로 해결하기 위한 콘텐츠 및 서비스에 대한 프레임워크를 제시하였다.

By the continued island-mainland bridging works, increased consumer demand for seashore regions and fundamental improvement of accessibility to metropolitan areas, rural service industries in the island areas has been rapidly developed in the past decades, and also, their functions differentiated geographically. In most island areas, catering and accommodation sectors have been expanded, while traditional trading sector decreasing. And the dominant power of public sectors has been increased but private ones decreased. So, the overall development trends of service industries in island areas would be considered as unhealthy for rural economic sustainability. As a tentative solution, it may be proposed that through the functional specialization/differentiation and efficient linking/networking of rural service industries with multifunctionality of countryside capitals, their spatial cohesion would be strengthened.

The purpose of this study was to develop an in-service education program on multifunctionality of agriculture and rural areas. The in-service education program for general agricultural education was developed by reviewing literature, analyzing domestic in-service education programs. The program consisted of 3 fields - understanding, experiencing multifunctionality, and applying it to classroom, and contents validity was evaluated by 3 experts. And the program was applied to 268 elementary and secondary school teachers. Before and after the in-service education program, the survey was conducted. The survey questions were about motivation of participation, satisfaction level of program, and so on. Based on the analysis of survey data, some recommendations were suggested.

Rural amenity resources consist of natural, cultural and social resources. Some of resources have been surveyed in other institutes and organizations and information system about these resources has been constructed. Integrating with information of existing system or database is helpful to produce useful rural amenity resources information to users. This integration of distributed information is based on semantic integration. In this paper, we used ontology for semantic integration and introduced the method of external information integration using ontology. We designed ontology table to represent ontology in database and integrated distributed information using ontology. To examine the improvement of information service efficiency and the applicability, rural amenity resources information and tourist attraction information database were constructed and integrated. Also, the information service efficiency with information integration was evaluated using recall ratio and compared to the information service efficiency without information integration.

The purpose of this study is to develop a simulation model of rural road path for infrastructure of green-tourism and public service in rural areas. This study makes an objective function for moving cost minimization considering car travel time according to road characteristics, which can route the optimal shortest road paths between the center places and all rear villages, based on GIS coverages of road-village network for connecting between center places and rural villages as input data of the model. In order to verify the model algorithm, a homogeneous hexagonal network, assuming distribution of villages with same population density and equal distance between neighborhood villages on a level plane area, was tested to simulate the optimal paths between the selected center nodes and the other rear nodes, so that the test showed reasonable shortest paths and road intensity defined in this study. The model was also applied to the actual rural area, Ucheon-myun, which is located on Hoengsung-gun, Kangwon-do, with 72 rural villages, a center village (Uhang, 1st center place) in the area, a county conte. (Hoengsung-eup, 2nd center place), and a city (Wonju, 3rd center place), as upper settlement system. The three kinds of conte. place, Uhang, Hoengsung-eup, and Wonju, were considered as center places of three scenarios to simulate the optimal shortest paths between the centers and rural villages, respectively. The simulation results on the road-village network with road information about pavement and width of road show that several spans having high intensity of road are more important that the others, while some road spans have low intensity of road.