earticle

영어

The purpose of this study is to measure LOHAS recognition of rural tourism participants and segment in terms of LOHAS recognition. Second purpose of this study is to examine the effects of LOHAS recognition on the intention to certify the quality of agricultural products. Using a sample of 277 adults residing in metropolitan Seoul area and frequency analysis, factor analysis, cluster analysis and regression analysis are conducted. Results of a cluster analysis suggested four different types of rural tourism participants in terms of LOHAS recognition(type of preferred LOHAS products, type of responsible for recognition, type of sustainability considerations, type of indifference). Results also revealed that all the sub-constructs of LOHAS cognition were found to impact the intention to certify the quality of agricultural products. Findings of this study provides useful insights to the rural tourism industry, since there has not been any empirical studies involving LOHAS recognition, and the intention to certify the quality of agricultural products.