체험경제이론을 이용한 수미마을 농촌관광객의 지불의도에 관한 연구

Rural tourism is an important area within tourism. The purpose of this research is to investigate the determinants of willingness to pay in the domain of rural tourism. This research employed experience economy theory as the theoretical underpinning. The domain of this research is Sumi-village. Sumi-village is representative of rural tourism destination in Korea. Four attributes (e.g., entertainment, escape, esthetic, and education) are derived from the experience economy theory. This research used willingness to pay as the dependent variable. This research used survey as the main research instrument. The survey participants were tourists of Sumi-village. Data collection was executed between December 2018 and May 2019. The number of observations was 173. For the data analysis, this research implemented statistical analysis (e.g., frequency analysis, correlation analysis, exploratory factor analysis, reliability test, and multiple regression test). Regarding the results, willingness to pay is positively associated with entertainment, escape, and education. However, esthetic was identified as a non-significant attribute to account for the willingness to pay. This research theoretically contributes by demonstrating the accountability of experience economy theory. Given the results, this research presents the practical implications for the improvement of rural tourism service domain.