earticle

영어

In general, the agricultural village sightseeing programs today are facing limits in an induction of consumption, a creation of continuous demands and a production of incomes from agricultural products. This study attempts to develop an agricultural village sightseeing package with membership program to overcome these existing problems. The program suggested by this study, is a packaged product of accommodation, agricultural products and sightseeing program during the stay in agricultural villages. With an annual membership fee, the visitors can use or purchase the packaged sightseeing products either with free of charge or with discounted fee. This kind of sightseeing program enables the agricultural villages to accommodate visitors within a local area while the membership system ensures the stable demand and the packaging strategy links the visitors with purchase of agricultural products during sightseeing. In conclusion, it will contribute to create a stable foundation of income to an agricultural village. Along with the above, an analysis was developed to present the future prospect of this agricultural village sightseeing package with membership program as well as to come up with its profit strategy. In this study, the contingent valuation method (CVM) was employed as a methodology to predict a future demand of this sightseeing package. The use of existing analysis tools enabled to understand the preference of consumers upon the program in details and consequently, to establish a strategy to produce profit. A case study was conducted to determine the possibility of applying the above prediction and strategy in reality. Two agricultural village sightseeing packages with membership program were developed for two villages in Jeju region, one for Jeoji village in Jeju City and the other for Sinre village in Seogwipo City, in order to analyze the demand fro these two programs. This case study also enabled to come up with the best price to produce the maximum profit.