민간 여행사 연계 농촌관광 만족도와 재방문에 관한 실증 연구: 농촌여행상품 이용객의 인식을 중심으로

As rural areas are recognized as clean areas and attractive tourist destinations, interest and demand for rural tourism is increasing. However, most of the rural experience programs provide similar contents and lack the diversity and attractive factors that can attract tourists' satisfaction and revisit. For this reason, rural tourism must consider sustainability by satisfying the various needs and demands of tourists and increasing satisfaction. In order for rural tourism to respond to and revitalize changes in demand, it is necessary to pay attention to cooperation with the private sector and an approaches based on tourists' experiences. This study aims to analyze the effect of rural tourism satisfaction on revisit intention, focusing on the perception of users of rural tour products linked to private travel agencies. The results revealed that satisfaction with rural experience village, satisfaction with rural travel products, satisfaction with rural tour guides had an impact on revisit intentions. It was confirmed that the concept of satisfaction-behavioral intention can be applied to rural tourism. Based on these research results, the following suggestions are presented. In order to vitalize rural tourism, it is necessary to strengthen the planning capacity of rural tour products, improve the contents of experience activities and the environment of tourist destinations. In addition, efforts are required to create positive experiences and images of rural tourism and rural areas, and it is necessary to train local residents as professional rural tour guides. The results of this study are expected to provide a basis for discussions on customer-centered product operation and sustainability of rural tourism.