본 연구는 치유농업관광의 개념과 특성을 분석하고, 치유농업관광 체험요인을 분류하여 이 를 활용한 관광상품화 전략을 도출하는 데 목적이 있다. 이를 통해 농촌지역의 활성화를 견인 하고, 농업과 농촌을 위한 중요한 활력수단으로서의 치유농업관광의 발전 방향을 제시하고자 한다. 연구방업은 치유농업관광프로그램 참여자의 경험을 바탕으로 설문조사를 기반으로 관광 체험요인을 식물치유, 음식치유, 산림치유, 동물치유 변인이 관광의도에 미치는 영향을 분석하 였다. 치유농업관광 체험요인이 관광의도에 미치는 영향을 분석한 결과 연구결과 음식치유가 관광의도에 가장 유의미한 영향을 나타냈고, 산림치유와 동물치유가 영향을 주는 것으로 나타 났다. 식물치유 요인의 경우 정(+)의 영향이 미미한 것으로 나타났다. 연구결과 치유농업관광 체험요인이 이용객들의 전반적인 관광의도를 높이기 위해서는 음식치유, 산림치유, 동물치유 체험요인의 중점적인 개발이 요구된다는 걸 의미하며, 음식치유 체험요인의 개발이 효과적인 것으로 나타났다.

Human beings are intrinsically social. How social interaction among tourists affect their experience remains under-represented. Drawing on S-O-R theory, social integration theory and social penetration theory, this study proposes and empirically tests a conceptual model that integrates self-disclosure, perceived cohesion, perceived intimacy, tourist engagement and tourist satisfaction with the experience. Also, the tie strength is theorized as a moderator in the relationship between self-disclosure and perceived cohesion as well as perceived intimacy. A field experiment was undertaken to collect data. The results from the structural analysis suggest that self-disclosure influences perceived cohesion and perceived intimacy, which in turn influence their engagement and satisfaction with tourism experience. Moreover, the initial tie strength has moderation effect on the relationship between self-disclosure and perceived cohesion as well as perceived intimacy. Overall, findings of this study contributes to the development of tourism experience research from the perspective of tourist-to-tourist interaction, and broadens the research on tourist engagement. Discussions and implications for tourism operators, limitations, and suggestions for future research are also provided.

The tourism experience factor is an essential source of competitive advantage in the tourism industry and is an important factor for predicting future tourism behavior. Tourism experience elements can be composed of areas of education, entertainment, aesthetics and deviance (Pine and Gilmore, 1998). This study examines the effect of tourist experience factors on tourist loyalty and it is meaningful to see if the experiential economic theory of Pine and Gilmore (1999) is applicable. In order to achieve the purpose of this study, we conducted a questionnaire survey on tourists using experiential tourism factors. As a result, it was found that recreational experiential factors had a significant effect on memory. Memory has a significant effect on both visitor satisfaction and tourist loyalty. This study has academic significance because it focuses on the tourism experience factor which is the core of experiential economic theory. Practical significance is that a lot of experiential contents should be found in order to better match the tourist experience factor to the requirements of visitors to the tourist site. As a result, it is expected to generate revenue and improve its competitiveness.

This study aimed to redefine the concept of fishing village tourism. In addition, it aimed to carry out detailed analyses of the influences of authenticity and non-authenticity of fishing village experience on tourist’s satisfaction as well as the influences of tourist’s experience on their satisfaction. The study evaluated responses of people who visited research target fishing villages in the East sea area(Hwasung-si Baegmi-ri) which had been rated as successful case. The evaluation was performed to analyze how tourist satisfaction would be influenced by the authenticity of the fishing village experience program based on the authenticity theory(Wang, 1999) and the experience realms theory(Pine & Gilmore, 1999). This study tried to find out realistic factors of the experience realms theory through field investigation, conducting interviews, and holding discussions. From these, the cause-and-effect structure of authenticity, tourism experience and satisfaction could be identified. The results of hypothesis tests are as follows; With respect to the relationship between authenticity and satisfaction in hypothesis I, authenticity did not have a statistically significant effect on satisfaction, while non-authenticity had a significant influence. As a result, the research hypothesis I that authenticity influences satisfaction was partially supported. Regarding hypothesis Ⅱ of the link between authenticity and tourism experience, a significant effect of authenticity was found in education experience, entertainment experience for Baegmi-ri village. The effect of non-authenticity was significant on deviation experience. Consequently, hypothesis Ⅱ was also partly supported. The relationship between tourism experience and satisfaction in hypothesis Ⅲ was significant in education, entertainment, and deviation experiences which lends support to hypothesis Ⅲ to some extent.