earticle

영어

The purpose of this study is to clarify the effect of service quality of rural tourism village on perceived value and behavioral intention of tourists. Currently, there are many difficulties due to population problems in the rural areas. It is a rural tourism experience program to strategically plan various policies for the revitalization of rural areas. Most of the articles related to experience of rural villages have a lot of research on the resource of rural nature. Although there are a lot of researches related to the management subjects of rural tourism tourism resources, there is a lack of articles related to visitors who use artificial rural resources rather than natural ones. The results of this study are as follows. The relationship between experience program and preference attributes of rural tourism villages on the perceived values and behavioral intentions of tourists were investigated. First, it is necessary to nurture a professional experience instructor who can conduct the experience program professionally. In order to do this, it is necessary to provide education for acquiring information of existing methods, but it seems that recreational education for the visitors is needed. For this purpose, CS Academy and recreational education are conducted in cooperation with the company. It would be nice to include entertainment elements. And it seems necessary to develop a program that combines storytelling with the use of rural resources to develop experience programs. Second, in order to improve the service quality of rural tourism villages, it is necessary to utilize the rural environment that is not located in the city center and provide the tourists with the advantages of regional resources with the differentiated strategy. And it seems that the reservation system and the programs that advertise online should be done in the same place, and the entertainment function of experience should be strengthened. Also, it is necessary to continue to promote through the SNS, which is one of the public relations plans that fit the current trends.