농촌체험관광 선택에 영향을 미치는 요인 - 울릉도를 중심으로 -

초록

The purpose of this study is to analyze factors that affect the selection of rural experience tourism in a situation where there are alternative choices for experiential tourism. The reality of the study was enhanced by setting the contents considering that the general travel pattern is not a single purpose or destination. Therefore, when selecting rural experience tourism, a situation was set up in which ecotourism and marine tourism could be selected at the same time. In this case, a correlation problem occurs between dependent variables, which can be solved by using a multivariate probit model. The result show that the correlation between error terms means that the model used in this study is suitable. The results also indicate that the factors increase the probability of consumers choosing rural experience tourism are as follows: travel period of more than 3 days, higher awareness of the necessity to vitalize rural experiential tourism, consumers perceiving that nature can be appropriately utilized, and women with low income and children under 10 years old. The results of this study can contribute to the establishment of government policies and marketing strategies for promoting rural experience tourism.

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