Foreign tourists inbound Japan have been over 24 millions in 2016. It was the result of the policy of “Tourism-oriented nation” which is pushed by Japanese Government. And the aim is increasing foreign tourists to 40 million by 2020 Olympic Game in Tokyo - “Inbound Japan” - the project of cooperation between state and people. It is not so surprised to the leading countries in tourism of the world, but that means foreign tourists will be over 6 times less than a decade from 2012 after the Great Eastern Japan Earthquake. It will boost GDP in macro economy extremely, but meanwhile, there are problems at the spots and local areas. We discuss the relations and gaps between foreign tourists and local residents as one of global issues and propose our solution for how to adjust both benefits, establish and keep a partnership relation for the mutual interest among respective parts concerned.

Taking China’s rural tourism as a platform and taking advantage of agricultural tourism products to attract foreign tourists can help to realize the green marketing of agricultural tourism products, improve the added value of agricultural tourism products, promote the healthy development of rural economy and seek a new way to solve the Three Rural Issues in China. The paper makes a brief review on the concept and characteristics of agricultural tourism products, makes a data analysis of the foreign tourists’ demands for and consumption characteristics of agricultural tourism products through the questionnaire, and finally, combining with the actual key problems, makes a proposal on the strategies for China’s attracting foreign tourists with agricultural tourism products.

The purpose of this study is to segment foreign tourists who are visiting rural tourism village based on importance attributes of rural experiences tourism. From the literature review, rural experience tourism and its' importance attributes were discussed and these are, peculiar cultural experience, rural experience tourism price, food, natural scenery, accessibility, accommodation and convenient facility. On-site survey was conducted to collect the data from 8 rural tourism villages and a total of 258 useful samples were collected and analyzed. Frequent, cluster analysis, MDA, and MANOVA were performed to produce the results. The cluster analysis showed that three clusters solution was appropriate and named as moderated satisfaction group, high satisfaction group, and highly satisfaction group. The results of MANOVA showed that there were differences among the groups in terms of satisfaction and loyalty of rural experiences tourism. Theoretical and practical implications were discussed in the conclusion section.

우리나라의 외국인 관광시장이 빠른 성장을 하는 가운데 ‘방한 아시아여성 관광객’의 비중이 급격하게 늘어나고 있다. 그러나 아직 ‘문화관광기념품’의 기획 및 제작에 이를 반영 하지 못하고 있다. 본 연구는 이와 같은 환경 변화 속에서 문화 관광기념품의 질적 발전을 위해 방한 아시아여성 관광객의 디자인 선호도를 조사하여 앞으로의 문화관광기념품 기획 및 제작에 활용할 수 있는 기초자료로서 하나의 지표를 만드는 것에 목적을 두었다. 조사 결과는 다음과 같다. 1. 방한 아시아여성 관광객의 ‘한국 상징 디자인’ 선호도는 평균 24%(동남아 28%, 중국 26%, 일본 17%)로 ‘기타지역 여성 평균’ 41%보다 낮게 나타났다. 2. ‘한국화 기법 디자인’ 선호도 또한 평균 32%(일본 40%, 중국 30%, 동남아 28%)로 ‘기타지역 여성 평균’ 62%보다 낮게 나타났다. 3. ‘한국 상징 디자인 별’ 선호도는 ‘남산’ 36%, ‘숭례문’ 20%, ‘한글’ 17% 순으로 나타났다. 조사결과에 나타난 디자인 별 선호도로 볼 때 방한 아시아여성 관광객의 취향에 적합한 디자인이 필요함을 확인할 수 있었다. 이러한 지표 결과, 방한 관광객의 기존 상품에 대한 구체적 자료를 토대로 한 세부적 선호도 분석 자료는 앞으로 문화 관광기념품의 기획과 제작에서 보다 구매가치가 높고 매력적인 상품기획에 유용한 지표로서 의미를 지닐 수 있을 것으로 기대하고 있다.