earticle

영어

The objective of this study is finding the moment of truth(MOT) in rural tourism at the perspective of customer experience management(CEM). In order to identify all MOT in rural tourism, data were collected through the interview of ten experienced people, who are professors, field experts, and village administrators. The result of content analysis shows eleven high-level of MOT, seventy four low-level MOT. After then, using the Delphi analysis, important 57 MOT were deducted. This research provides researchers and managers in rural tourism with useful information. First, specific and integrated customer experience management(CEM) are required in rural tourism as well as in general management and marketing fields. Second, the result shows that a trend of rural tourism focuses on the sales of agricultural products and post management of customer more than before. Therefore, further researches should be done regarding the recent trend.