선택실험법을 통한 농촌관광 선택속성에 관한 연구

The main purpose of this study is to explore the preferences of tourists regarding the attribute of rural tourism, which fulfills an important role in the exchange between urban and rural society. Rural tourism was presented as a way to invigorate rural communities. Therefore rural tourism was supported and fostered at the government level from the 2000s. However, the need for improvement of rural tourism was raised due to low satisfaction and lack of differentiation. Accordingly, this study was conducted to identify preferences by important attributes to supplement rural tourism. Choice Experiment (CE), a representative systematic method showing the magnitude of preference as an amount of marginal willingness-to-pay (MWTP), was employed as a main analytic method in the study. Data collection was conducted on October 19, 2019, and from November 10 to 11, 2019, and a total of 219 surveys were used for analysis. This study employed Su-mi village as the place for the data collection because the venue is a popular domestic rural tourism destination. The study found that experience, natural contact, and amenities among the suggested attributes had positive effects, while the amount used per night had negative effects. The marginal willingness-to-pay (MWTP) for convenience facilities was calculated at KRW 68,297, the highest among the attributes, and the experience was derived in order of KRW 28,956 and KRW 22,308. This study presents the specific preferences of respondents on the nature of rural tourism. From these findings, we improve the understanding of tourists and provide information on areas to focus on. This study expects to contribute to the development of rural tourism.