농촌성 인식, 치유관광 태도, 행동의도 간의 구조관계 분석

• 영문명: A Structural Relationship among Rurality Perception, Tourism Attitude, and Behavioral Intention in Rural Healing Tourism
• 발행기관: 한국농촌지도학회
• 저자명: 김경희(Kyung-Hee Kim) 박예나(Yae-Na Park) 민재한(Jae Han Min)
• 간행물 정보: 『농촌지도와 개발』30권 1호, 31~41쪽, 전체 11쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2023.03.31

영문 초록

This study aims to examine the structural relationships among rurality perception, tourism attitude, and behavioral intention in rural healing tourism. Particularly, this study focused on the mediation effect of attitude. Data were collected from 658 rural healing tourists by online survey. SPSS 28.0 and AMOS 28.0 were used for frequency, exploratory factor, confirmatory factor, and structural equation modeling analyses. The results of structural equation modeling indicate perception of rurality had a positive effect on attitude and behavioral intention. In addition, attitude mediated the relationships between perception of rurality and behavioral intention. The results of this study suggest the importance of understanding the interests and pursuits of rural healing tourists and providing them with the values they want. Since rurality has a direct influence on attracting healing tourists, it is necessary to establish a positive image of rural healing tourism.

키워드

rural healing tourism rurality attitude behavioral intention