초록 열기/닫기 버튼
Rural tourism will be preferred in the future as areas with low population density are preferred due to recent changes in perception due to COVID-19. Therefore, this study aims to find improvements in marketing management of Korean rural tourism through R-IPA on the marketing mix item of rural tourism for foreigners with experience in Korean rural tourism. Based on previous studies related to tourism marketing mix for analysis, the survey showed that 'food prices are reasonable', 'promoted better than other places', 'providing various cultural events for foreign tourists', and 'convenient to book tours'. These are items with high importance but low satisfaction. Recently, most rural tourism businesses have been improving their quality by using local specialties and organic food ingredients to provide better food, but it is believed that there has been a lack of delivery. In addition, it is difficult to establish a promotion and reservation system through the Internet due to problems such as aging, and the above results are believed to have been shown as small-scale contents focused on experience rather than cultural events. These items need to be improved first to meet the needs of foreign tourists, and planned and operated separately from the system provided to domestic tourists.
키워드열기/닫기 버튼
Rural Tourism, Marketing Mix, Reviced Importance-Performance Analysis
