This study was conducted to examine the impact of a healing agricultural program utilizing rural resources on the tourism intention of middle-aged people. Based on previous research, a survey was conducted as a measurement tool, and each item was empirically analyzed through multiple regression analysis through reliability and validity analysis and factor analysis. As a result of analyzing the impact of the variables of the healing agricultural program on the tourism intention of middle-aged and older people, the order of animal healing, forest healing, plant healing, and food healing was found. This means that in order to increase overall tourism intention, intensive development of animal healing, forest healing, and plant healing programs is required. Additionally, in order for the healing agriculture program to increase tourism intention, it is necessary to raise the level of awareness of the healing agriculture program and promote healing agriculture. By developing and utilizing an educational program about the program, it was concluded that there was a willingness to recommend the healing agriculture program to people around them.

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.