Recently urban areas have been advanced in the aspects of convenience, traffic, and cultural environments, but they have faced various problems including environmental issues, traffic congestion, and increasing stress. In contrast, rural areas are in charge of various functions, conservations of natural environments and traditional cultures. Rural life style may be beneficial to urbanites. As urbanites are increasingly interested in leisure activities, such as experiences of tradition cultures and education, safe foods and rural tourism are gaining attention as alternative ways of satisfying their desires. In other words, the rural tourism not only provides urbanites with leisure spaces by playing a role in relations between urban and rural areas, but also acts as a nonfarm income to the rural residents. With the changes of time, the number of current rural experience tourism on a nationwide is increasing and competition among locations is getting intensive. Particularly, despite various rural tourism villages in operation, there is not a standard in the dice for experience cost and accommodation costs. Accordingly, the aim of the study was to estimate urbanites' willingness to pay(WTP) for rural experience tourism and to provide basic data for qualitative growth and revitalization with regard to the tours. The estimated WTP for rural experience tourism was found to be 5,600won for experience, 5,600won for food, 42,000won for accommodation, and 13,000won for purchasing farm products, respectively. This trend could be similarly found (there were slight differences in food cost) on all analyses, such as the research of the current situations of rural tourism villages in Gyeongnam province, the pilot survey and the estimation depending on whether or not urbanites experienced the tours. In other words, the WTP for urban hands-on experience tours estimated by this study is considered highly significant in terms with possibility of its application in the sites. It is concluded that the urbanites' WTP for rural experience tourism obtained by this study will contribute to the setup of standard index of rural tourism, the qualitative development of rural hands-on experiences, and the raise of nonfarm income.

The following study has examined possible methodological approach and prospect of implementing storytelling in rural tourism field. It is aimed towards deducing principles of space composition behind securing placeness of rural tourism village through storytelling. The research had been conducted by archival research and case study on field of interest, and its findings are as follows: 1) Storytelling exhibits principles of narrative structure (exposition, complication, climax, and resolution) in various fields, and has shown tendency to structuralize a plot. 2) It can be said that storytelling is deeply related with people's associations of their inner mind. This can be a logical explanation of a certain sight or location, which is a physical environment itself being the actual narrator and distributor in storytelling. 3) In order to convey a story in a more convincing way, storytelling a naming strategy based on a rhetorical technique, which has been shown to positively influence creating unique placeness of a rural village. As indicated in our study, means of storytelling-"Continuity and tourist circulation of space composition with a narrative structure, spatial hierarchical order, concealment and revelation, cast, and naming based on rhetorical technique and facilities positioning"-is a viable solution that can bring recovery of the rural village's unique placeness, as well as spatial development for sustainable rural tourism.

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.

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 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 objectives of this study are to develop a green tourism potential evaluation method with rural amenity and demand of citizen. The new index which was named GPD(green tourism potential degree) is designed to propose the green tourism potential of rural areas using spatial analysis of geographic information system and spatial interaction of gravity model. And in order to evaluate the green tourism potential with supply side and demand side, two indices were defined; One is green tourism demand degree(GDD) which is developed to quantify a demand side potential by the analysis of urban population and urbanization index, and the other is green tourism attraction degree(GAD) which is developed to quantify a supply side potential by the analysis of rural amenity values using AHP algorithm, based on opinion of related experts. The developed method was applied to a part of Kyounggi province, Seoul and Incheon. All the study area's GAD, GDD and GPD were assessed and the proposed green tourism potential evaluation method could be used in developing rural development plans and green tourism policies considering spatial interaction with citizen and green tourism resources.

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.

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.

Recently, rural leisure by urban dwellers has been recognized as a catalyst for regional development or restoration. The federal government implemented several regional planning policies attempting to address this phenomenon in the late nineties. However, most of these policies focused on supply-centered planning, which caused a diverse set of problems relating to the sustainability and economic validity of the planning. Instead, this study focuses on the re-visitation one of the demand variables, with the intention of analyzing the character of rural leisure demand and its re-visitation choice attributes. For these reasons, this study investigates the character of current rural leisure demand, and develops functional equations about urban people who visit rural areas, using logit model. The results of this study can be summarized as follow: Urban people are visiting rural areas from nearby cities or metropolitan areas that are within 3 hours driving distance, and over 80% of rural visitors are one-day visitors. Therefore, most of their visitation activities should be understood as rural leisure, including rural tourism. In addition, the likelihood of the rural tourist to make a return visit is influenced by their transportation means, product purchasing, staying period and travel time. The results of such rural leisure demand can provide information for regional planning strategies, such as selection of target market, type of market segments, improvement of recognition level, activity program price, facility and space planning, produce sale and connection with tour site.

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.

Recently, plans to revitalize rural areas in addition to farming are actively having been groped since given agricultural conditions destituted. One of the plan is the 'Rural Tourism' which to sell to urbanites by merchandising rural and pleasant characteristics possessed by rural areas. As a part of the rural-urban exchange, analyzed the features of the experience programs operated by each village by selecting 152 rural-mountain villages where is supporting and presented results by synthesizing above conclusion. The results acquired through such research are as following. Currently, villages operate mainly with the experience program related to general agricultural life styles by synthesizing special features of experience programs with high frequency in operations as the present status of the rural-mountain villages and showed negative trends dependant to the existing natural resources and easy in operations. Moreover, the operation of the experience which are expected to publicize the village and create large incomes were insufficient, analyzed not to be stimulate purchasing activities by lack of connections among experience programs and only simple staged experiences are mainly operated due to low operation frequency of experience programs which can be operated with special interests or professional characteristics.

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.

Recently, Environmentally friendliness and sustainability become the main concern of rural tourism. Green-tourism is the emerging and best alternative tourism development. This paper deals with the present state of experiencing villages for green-tourism in rural areas. Several internet portal sites for rural tourism were reviewed and analyzed. Totally, 863 village are designated for experiencing villages by several portal sites. There are 281 information oriented villages, 208 farm-stay villages, 122 green experiencing villages, 93 mountain villages, 93 fishing villages. Some villages were designated duplicately for each projects. In 'Green-tour' site, the distribution of experiencing villages by region were, 49 for Gangwon, 43 for Gyungbuk, 41 for Jeonnam, respectively. The types of experiencing villages were, green experiencing village, traditional theme village, mountain village, fishing village, information-oriented village, etc. Themes of experiencing activities were 6 types, experiencing agricultural life, fishing life, traditional foods, traditional culture, ecological nature, and health/leisure sports. The kinds of experiencing activities were abundant by agricultural life, traditional culture. Otherwise, fishing life experiencing activities were dull. Also, development of ecological nature experiencing programs are suggested.

Recently, Owing to booming of leisure activities and national enforcement of 5-day workweek system, Korean government has been promoting rural tourism policy of which operating project's title is Green Rural Experience Village, Rural Traditional Theme Village, etc. In this study, ken investigation result on Green Rural Experience Village sites, an estimation model of returns by green-tourism activities was developed. The model was constructed through factor analysis and regression analysis method. Regression model developed can estimate green-tourism revenue by investment budget, homepage preengagement sales, homepage visitors, capacity of eating and drinking facilities, capacity of lodging facilities. The model developed was applied in sample villages. With these results, estimation revenue was recorded average 138.3% of survey revenue, and statistical significance was good(correlation coefficient R2 = 0.8255, level of significance : 0.000), and the range of relative error was recorded largely from -7.1% to 158.6%, and average relative error was 38.3% and good. And, the model developed in this study have the critical point in aspects of insufficient data, but the results will be used in green-tourism policies and projects, and revenue estimation about each village in the present and future is limited, but in province or the whole country the application is good.

The purpose of this study was to document a phenomenon of rural tourism in Korea by Investigating characteristics of 50 villages that had participated in a competition of 'stimulation of rural village' The results are as follows: 1) The degrees of activation of rural tourism varied according to marketing efforts made by individual provincial(local) government. The results of contest indicated that provinces such as Gangwon-do, Chungnam-do, and Gyunggi-do showed highest performance among other competing local governments; 2) The results revealed that the total profit generated from direct sale of farm products outnumbered profits gained from sales of lodging and foods. This indicated that there is a room for improvement with respect to boosting more sales on lodging and food; 3) The regression analysis indicated a significant relationship between profits earned from sales of experiential tourism product and those from direct sale of farm products(multi-correlation coefficient: 0.38); 4) It was identified that Gyunggi and Ganwon provinces were ranked first in sales of foods and those of lodging, respectively; 5) Finally, it was showed that among the 50 participating villages, only 16 ones hold festivals by means of attracting tourists from outside.

Recently, increases of leisure activities and 5-day workweek system enforce government employ rural tourism policy and projects. Operating projects are Green Rural Experience Village, Rural Tradition Theme Village, etc. In this study under investigation of Green Rural Experience Village site, Green-Tourism performance indicators were developed. Green-Tourism performance indicators of rural village were developed by BSC(balanced scorecard) and AHP(Analytic hierarchy process). Four perspective of BSC are divided into financial perspective, customer, internal-business process, and teaming and growth perspectives. To develop green-tourism performance indicators of rural village, low perspectives of BSC are converted into investment effect, visitor, internal process, and village inhabitants perspectives. By these perspectives, green-tourism performance indicators of rural village were developed. Weighting values on importance were calculated by AHP. Performance indicators developed in this study applied in 12 villages. With the result, generally well-known villages gained high score, and in accord with survey content.

This study aimed to apply a methodological approach, 'social network analysis' to a case study for the understanding of relational structure among stakeholders related to green tourism development. By doing so, this study argued that it is important to identify stakeholder's network structure to help green tourism planners develop collaborative relationship among stakeholders. This study identified the stakeholders regarding a community-based festival development in the southern area of Korea, and investigated two types of networks among them: decision-making power relational and intimate network. Interviewer-administrated survey and in-depth interview were employed for data collection. The data was analyzed by SPSS (version 10.0) and Net-MinerII (version 2.5.0), and by constant comparison method. The result revealed that low different groups of the stakeholders were separated in the intimate networt and that the festival organizational body was not connected with other stakeholders in the decision-making power relational network. The existence of separated groups and weak relationship among the stakeholders appeared to relate to age-group differences, and different views on the festival between the stakeholders.

This study aims to suggest a rural village development policy considering tourists' stay pattern and villages' resources which can be infrastructure for green-tourism. For this purpose, a relationship table between amenity resources and the stay pattern was developed as a guide line to combine a set of several facilities fer village renewal. The amenity resources system was classified into three sub-classes(social, industrial, and natural/cultural/historical resources) and a relationship diagram between three classes and tourists' behavior was also defined. The table and diagram were applied to make renewal plan for 40 rural villages of the study area, Bukmyun, Cheonan, Chungnam province, so that the development scheme for the villages was suggested reasonably by the new findings of this study.