Research Reports
A Study on Expanding Demand for Rural Tourism
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AuthorRyu, Seungwoo
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Publication Date2005.12.01
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Original
The social conditions from view point of demand side have a big impact on rural tourism. It needs to develop policies for high added value such as development of new tour commodities and programs. Rural tourism has a role in improving income for farmhouses and in improving leisure utility for consumers. Until recently, discussions and policies on the rural tourism have been focussed on the supply side, although demand analyses for rural tourism are more important.
This study focusing on demand side is to search policy alternatives to vitalize for rural tourism. For these purposes, this study analyzes demand for rural tourism and clauses of expenditure decision-making, and suggests strategies for expanding demand for rural tourism through analysis of quality factors for services on rural tourism. For the analysis, total data was 954 collecting from individual interviews from October to November in 2005. Its covered areas were Seoul and Gyeonggi areas, 6 cosmopolitans, and small-medium cities.
The results of analysis turned out that the participation rate of consumers to rural tourism was relatively high compared to other tourisms. However, the royalty to rural tourism was staying very low, because of the low rate of re-visit of consumers. It needs efforts to raise the rate of revisit preferentially. Therefore, because the factors affecting the revisit rate turned out to be rural amenity and rural experience place, one of the strategies for rural tourism is to prepare various rural amenities and to make many rural experience places.
It was lodging dates and lodging expense ratio that influence in total expenditure of rural tourism from modeling rural tourism expenditure. It needs efforts to induce lodging of consumers in rural areas to expand demand for rural tourism. For inducing lodging from consumers, it is more important first of all that improve quality of lodging services. From the results of analysis, visitors are thinking that lodging facilities, cleanliness of toilet, bathing equipment, cleanliness of guest room, and sanitation of kitchen are very important. Therefore, it needs an institution system to manage lodging facilities provided by farm houses to raise the degree of facilities in rural areas.
It also needs to strengthen activities about rural travel information in order to develop continuously rural tourism. These activities can increase satisfaction of tourists by informing various amenities of rural areas with low cost.
In the analysis of factors on service quality, visitors joining to rural tour indicate that sincerity of manager, performance of promised service, and attitude of manager such as first impression are more important factors compared to other factors which are facilities. The rural tourism managers' upbringing shows that it is more important to expand demand for rural tourism.
Lastly, it needs a policy support method to be used efficiently, when individual managers want to improve their quality of rural tourism to consumers. For example, it needs an appropriate fund with good conditions to a farm household, who wants to make facilities for rural tourism. The government has hardly have assistant supports to individual management in the agricultural policy. However, EU is promoting rural tourism through direct supports for individual management. Therefore, the Korean government also needs to search an assistant support like direct payment to individual farm household for rural tourism.
Researchers: Ryu Seung-Woo, Lee Hee-Chan
E-mail address: sewryu@krei.re.kr
leeheech@sejong.ac.kr
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