Structural Relationships between Attributes, Satisfaction, and Behavioral Intention of Rural Tourism Activity

농촌체험의 속성과 만족이 행동의도에 미치는 영향

  • Received : 2015.10.31
  • Accepted : 2015.12.17
  • Published : 2015.12.31


The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral intention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 35 rural tourism farms. A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: 'human resource', 'activity', 'rural culture', and 'facility and environment'. The results of structural equation modelling indicate that 'human resource', 'activity', 'rural culture' had positive effect on behavioral intention. Through the results, agritourism farm operators will be able to develop effective marketing strategy and management skill.


rural tourism activity;attribute;satisfaction;behavioral intention


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