Community-Based Rural Tourism in Korea - Characteristics and Effects

Si-Hyun Park(박시현),Yong-Woog Choi(최용욱) 한국농어촌관광학회 2014 농어촌관광연구 Vol.21 No.1

Korea has been making efforts to develop rural tourism through government-driven community-based rural tourism policies. The government has spent substantial amount of money to expand the supply of rural tourism facilities in the villages. It had also relaxed sets of regulations to encourage community-based rural tourism. This orientation of policy would be a characteristic of Korea, which is rarely seen in ‘advanced’ countries where rural tourism had already been flourishing. However, Korea’s relatively extensive government-driven community-based rural tourism policy had involved several problematic issues reflecting the principles of community-based rural tourism model. This paper aims to examine community-based rural tourism policy and its effects in Korea. The focus of discussion would be, therefore, whether community-based rural tourism policy can be sustainable and whether community-based rural tourism policy can really contribute to invigorating Korean rural villages.

농촌관광의 체험과 이미지가 관광몰입 및 방문만족에 미치는 영향

정찬성 관광경영학회 2019 관광경영연구 Vol.92 No.-

The Effect of Rural Tourism Experience and Rural Tourism Image on Tourists’ Immersion and Visit Satisfaction. This study used SPSS WIN Ver.22.0 statistical software package, the social science research analysis package, and AMOS 18.0 for the empirical analysis. It conducted a frequency analysis on the demographic characteristics of the tourism employees who responded to the questionnaire, a factor analysis, a confidence analysis, a correlation analysis and an empirical analysis by applying the SEM (Structure Equation Model) to figure out the structural correlation between each factor. As a result of verification of the hypotheses, 4 factors of rural tourism experiences and 1 factor of tourists’ immersion were adopted as well as 2 factors of rural tourism images and 1 factor of tourists’ immersion, meaning that hypotheses 1 and 2 were adopted. The hypothesis on the relationship between 1 factor of tourists’ immersion and 1 factor of visitors’ satisfaction was adopted. 4 factors of rural tourism experiences and 1 factor of visitor’s satisfaction were partially adopted. Lastly, the relationship between two factors of rural tourism images and 1 factor of visitors’ satisfaction was partially adopted. this study is expected to be used as a useful basic data for effective positioning of the tourists in rural tourism through the representative rural tourism experience types. Second, it can be used as a useful data to learn the rural tourism images of Korea’s representative rural tourism experience villages at the moment, and as an important data to recognize the future projects or policies regarding rural tourism.

企业基因视角下乡村旅游景区管理模式演化机制研究* −以云丘山景区为例

闫玉英,石美玉,이명애 국립부경대학교 인문사회과학연구소 2024 인문사회과학연구 Vol.25 No.3

농촌의 독특한 자연적 특징, 인류의 역사, 농경문화에 의존하여 농촌은 관광객들에게 농촌 생활을 체험하고 농경을 즐길 수 있는 관광지를 제공하며 농촌관광의 발전도 농촌의 경제문화 발전을 촉진하는 중요한 힘이 되었다. 관광 명소는 농촌 관광 발전에 핵심적인 역할 로, 여러 측면에서 중요한 역할을 한다. 관광 산업의 민간 경쟁력은 무에서 유로, 약에서 강으로의 과정을 경험했으며, 효율적이고 유연한 조직 관리 방식으로 중국관광 발전의 중요한 원동력이 되었다. 정부 정책의 지도와 지원으로 많은 민간 기업이 기업 개발을 농촌 관광 개발과 통합하여 많은 농촌관광 명승지, 시골짐 및 기타 관광 형식을 활성하했다. 그러나 민간 기업의 독특한 특성으로 인해 민간 관광 사업은 여전히 농촌관광 발전에 있어 몇 가지 본질적인 어려움과 문제에 직면해 있다. 본 논문의 산시성 린펀시 윈취산 풍경구는 전형적인 농촌관광 명승지일 뿐만 아니라 석탄 기업의 성공적인 전환을 이룬 민간 명승지로 전형적이고 대표적이다. 본 논문은 기업 유전자의 관점에서 근거이론의 연구 방법을 이용하여 윈취산 명승구의 종단적 단일 사례 연구를 통해 민간 농촌관광 명승지 관리 방식의 진화 매커니즘을 탐구하고 농촌 민간 관계 기업의 발전 과정에서 해결할 수 있는 문제를 기업 자체의 유전적 특성의 관점에서 연구하고자 한다. 명승지의 부화 단계에서 민간기업은 기업가 정신과 혁신 지향적 기업 유전자에 의존하여 강력한 정신적 힘과 자원 지원을 얻고 기업 유전자의 발현 기전을 통해 기업 변혁을 위한 행동적 선택을 하는 것으로 나타났으며, 이는 이 단계에서 온정주의적 경영 모델의 형성에 직접적인 영향을 미친다. 탐사 및 성장 단계에서 명승지는 시장 소득 창출 유전자에 의해 주도되는 시장 개발 및 마케팅을 적극적으로 수행하고 기업 유전자의 발현 매커니즘을 통해 품질 행상 및 업그레이드의 행동 선택을 하며, 이는 이 단계에서 기업의 사람"과 "시스템" 공존의 관리 모드 형성에 직접적인 영향을 미친다. 종합 발전 단계에서는 통합발 전 중심의 기업 유전자가 역할을 하며, 기업 유전자의 발현 기전을 통해 경영 변화의 행동 선택이 이루어지며, 이는 이 단계에서 기업의 제도화된 경영모델 형성에 직접적인 영향을 미친다. 본 연구는 윈취산 명승구 관리양식의 진화 과정을 체게적으로 분류하고 그 진화 매커니즘을 심층적으로 분석하며 농촌관광의 명승지 관리 양식에 대한 이론적 연구를 풍부하게 하고 중국 민간 농촌관광 명승지 관리에 유용한 참고 자료와 영감을 제시한다. Relying on the unique natural features, human history and agricultural culture of the countryside, rural areas provide tourists with tourist places to experience rural life and enjoy rural scenery, and the development of rural tourism has also become an important force to promote rural economic and cultural development. Tourist attractions play a vital role in the development of rural tourism and play an important role in many aspects. The private economic strength of the tourism industry has experienced the process of starting from scratch and from weak to strong, and private tourism enterprises have become an important driving force for China's tourism development with their efficient and flexible organization and management mode. With the guidance and support of government policies, many private enterprises have integrated enterprise development with rural tourism development, forming a number of rural tourism scenic spots, country houses and other tourism formats. However, due to the unique characteristics of private enterprises, private tourism enterprises still face some inherent difficulties and problems in the development of rural tourism. The case site of this paper is Yunqiu Mountain Scenic Area in Linfen City, Shanxi Province, which is not only a typical rural tourist scenic spot, but also a private scenic spot for the successful transformation of coal enterprises, which is very typical and representative. From the perspective of enterprise genes, this paper uses the research method of grounded theory to explore the evolution mechanism of the management mode of private rural tourism scenic spots through the longitudinal single case study of Yunqiu Mountain Scenic Area, and tries to explore the problems existing in the development process of private tourism enterprises from the perspective of the enterprise's own genetic characteristics. It is found that in the incubation stage of scenic spots, private enterprises rely on entrepreneurial and innovation-oriented enterprise genes to obtain strong spiritual power and resource support, and make behavioral choices for enterprise transformation through the expression mechanism of enterprise genes, which directly affects the formation of a paternalistic management model at this stage. In the exploration and growth stage, the scenic spot actively carries out market development and marketing guided by the market income generation gene, and makes the behavior choice of quality improvement and upgrading through the expression mechanism of the enterprise gene, which directly affects the formation of the management mode of "people" and "system" coexistence of the enterprise at this stage. In the stage of comprehensive development, the enterprise gene oriented by integrated development plays a role, and through the expression mechanism of the enterprise gene, the behavior choice of management change is made, which directly affects the formation of an institutionalized management model of the enterprise at this stage. This study systematically sorts out the evolution process of the management mode of Yunqiu Mountain Scenic Area, deeply analyzes its evolution mechanism, enriches the theoretical research on the management mode of rural tourism scenic spots, and provides useful reference and enlightenment for the management of private rural tourism scenic spots in China.

한국농업전문학교 농촌관광교육에 관한 연구

권영휴,서규선,Kwon, Young-Hyoo,Suh, Gyu-Sun 국립한국농수산대학교 교육개발센터 2004 현장농업연구지 = Journal of practical agricultural resear Vol.6 No.1

The objective of this study was to investigate the necessity of rural tourism education in the Korea National Agricultural College and suggest the educational plan. Recently, the Korean government proposes the rural tourism as an alternative plan for solving the problems of agriculture and rural community that experience difficulty by the opening of agricultural market and the falling price, etc. As result of investigation of cases of OECD nations and the growth rate of tourism market in Korea, it has been determined that the demand of rural tourism was sufficient. The Ministry of Agriculture & Forestry makes a goal of attracting the yearly 150million tourists by 2013 to the rural communities. Rural tourism can be new income source in the rural communities in Korea. It is important to develop the resources in the rural amenity and promote the tourism leader group with it that will be applicable in the field in order that this rural tourism may take its place as main source of income. As a result of research, on the characteristics of the Korea National Agricultural College that the demand of manpower about the rural tourism and the most of students settled down on the rural community after their graduation, it has been determined that the education for rural tourism leaders in the Korea National Agricultural College would authenticate the validity. Also, it suggested the educational plan by the curriculum for the education for the rural tourism leaders, and suggested the necessity of the establishment of the department of rural tourism. The establishment of the department of rural tourism in the Korea National Agricultural College should be investigated and determined carefully through the relations with the other departments and the process of collecting the public opinions within and outside schools, etc.

Sustainable Rural Tourism Practices From the Local Tourism Stakeholders' Perspectives

Jennifer Kim Lian Chan(Jennifer Kim Lian Chan ) People&Global Business Association 2023 Global Business and Finance Review Vol.28 No.3

Purpose: The paper presents empirical evidence of sustainable practices adopted by rural tourism stakeholders. It explores the concept and meaning of sustainable practices and what motivates rural tourism stakeholders to adopt sustainable tourism practices as well as recommendations to enhance sustainable rural tourism practices. Design/methodology/approach: This paper describes an exploratory qualitative research project designed to investigate sustainable tourism practices of the rural tourism stakeholders. An inductive approach was adopted to address the research objectives. Specifically, this paper focuses on individuals' subjectivity and understanding of sustainable tourism practices in terms of meaning, motivations, and areas of improvement. The respondents' opinions were collected through semi-structured interviews. A total of 29 rural tourism operators participated in the data collection from the two rural tourism associations in Sabah, Malaysia. The data collection was held at Kota Marudu and Kuala Penyu from April to May 2022. Findings: The findings revealed that sustainable tourism practices relate to conservation and preservation, economic benefits, collaboration and protection, environmental impact, future growth, awareness, knowledge, and improvement. Interestingly, the meaning of sustainable tourism practices is strongly connected to the term “fairness”, to competitive products and quality attractions, and to meeting tourists' needs. This implies the meaning of sustainable tourism practices is not limited to economic, environmental, and sociocultural impacts; it also relates to quality tourism products and the needs of tourists. Key drivers for sustainability practices include economic, social, environmental, and government support. Relevant approaches for improving sustainable rural tourism practices include greater participation and collaboration among rural tourism operators, conservation and preservation, destination uniqueness, long-term growth, and 3Rs practices (reduce, reuse, and recycle). Research limitations/implications: Findings implicate sustainable rural tourism destination management and the rural tourism stakeholders to adopt and enhance the sustainability of the rural sites and destination. It also extends the scope of existing literature on the meaning, motivation and sustainability practices of rural tourist destinations. Originality/value: This study focuses on the importance of sustainability in rural tourism in Sabah, Malaysia, an area on which limited empirical research has been done. The study provides an in-depth understanding of the meaning and drivers of sustainable practices from the rural tourism operators' perspectives. Additionally, it proposes sound strategies for sustainable rural tourism practices. Such practices and development are attributed to an individual's understanding of the concept of and motives for adopting sustainable development practices, government support, and core infrastructure. Finally, this study offers practical implications for sustainable development of rural tourism.

Q방법론을 활용한 농촌체험관광 시장에 관한 인지도 분석

정봉선,김미정,유형숙 동북아관광학회 2020 동북아관광연구 Vol.16 No.1

This study focuses on providing grounds and basic data to tourists who experience rural areas to identify their perception of the rural experience tourism market and suggest the direction of future rural experience tourism projects. This study selected 34 participants of rural tourism experience and conducted Q methodologies using PQMethod program. According to the analysis, there are five types that participants in rural experience tourism are aware of. Type I was found to be an economic effect-oriented type where rural tourism contributes to creating income, creating jobs, improving the image of farming villages and feeling that farmers' lives and cultures can be understood. Type II showed that rural tourism is an important form of recreation/healing that provides opportunities for rest, helps with mental healing and treatment, and feels pleasure in nature. Type III appeared to be a PR/system-oriented type that operators of rural tourism programs need knowledge and expertise and that promoting the Internet/SNS of rural tourism is important. Type IV has emerged as a necessary form of system establishment. They think that the pre-booking and enquiry system of rural tourism is important and want to get information about rural tourism. Type V shows that rural tourism requires a variety of packaged products, and youth experience of rural tourism is a type of package product that instills right values and helps. Referring to these distinct types, the criteria and direction for the development of rural experience tourism programs are expected to contribute to the revitalization of rural experience tourism projects in the future. 본 연구는 농촌체험 관광객들을 대상으로 이들의 농촌체험관광 시장에 관한 인식을파악하여 향후 농촌체험 관광사업의 방향성을 제시할 근거 및 기초자료를 제공하는것에 역점을 두고 있다. 본 연구는 농촌관광체험 참가자 34명을 선정하여 PQMethod 프로그램을 사용하여Q방법론을 실시하였다. 분석결과 농촌체험관광 참가자들이 인지하고 있는 유형은 5가지로 도출되었다. 유형Ⅰ은 농촌관광이 소득창출, 일자리 창출에 기여하며 농산촌 이미지 개선 및 농민의 생활과 문화를 이해 할 수 있다고 느끼는 경제적 효과 중시형으로 나타났다. 유형Ⅱ는 농촌관광이 휴식의 기회 제공, 정신적 치유 및 치료 도움, 자연에서의 즐거움을 느끼는 휴양/치유 중시형으로 나타났다. 유형Ⅲ은 농촌관광 프로그램운영자는 지식과 전문성이 필요하다고 느끼며 농촌관광의 인터넷/SNS 홍보가 중요하다고 느끼는 홍보/시스템 중시형으로 나타났다. 유형Ⅳ는 농촌관광의 사전예약 및 문의 시스템이 중요하다고 느끼고 농촌관광에 대한 정보를 얻기 원하는 시스템 구축 필요형으로 나타났다. 유형V는 농촌관광은 다양한 패키지 상품들이 필요하며, 청소년들의 농촌관광 체험은 바른 가치관을 심어주고 도움이 된다는 패키지상품 추구형으로나타났다. 이렇게 구분된 유형들을 참조하여, 농촌체험관광 프로그램 개발의 기준과 방향을 제시하면, 향후 농촌체험 관광사업의 활성화에 기여할 것으로 예측된다.

농,어촌지역 의료관광 도입에 관한 제언

이정철 ( Jung Chul Lee ),신강현 ( Kang Hyeon Kang ) 한국도서(섬)학회 2012 韓國島嶼硏究 Vol.24 No.3

Welfare of medical is one of the medical administrations in health·medical body involving treatment, prevention and the recovery of a disease. In the rural·fishing community, medical welfare is facing many problems such as poor economic surroundings, and routine farming along with long distance medical facilities. Rural-fishing tourism need active support from the government. However, it is often a failure rather than a success. This is because the rural-fishing community takes priority over tourism, and lacks the residents` understanding. The purpose of this study is to bring about a new direction for the rural-fishing community through medical tourism. Medical tourism will help improve medical service and recuperate the economy of the rural·fishing community. In the study, medical tourism was activated at a rural-fishing community. It was based upon medical facilities, accommodations, traditional foods and nature. Medical welfare of the rural·fishing community was worse than other rural communities specially in terms of medical facilities and medical welfare services. In this study we first observed the conception and the present state of medical tourism and rural·fishing tourism. The medical asylum of the rural·fishing community are in short supply and worn out. Second, we showed some concrete examples of medical tourism in and out of the country. All of examples are for medical acts of a foreigner and a clinic. Third, the inspected problems of medical tourism are closely related to rural·fishing tourism. For example, medical facilities, accommodations, traditional foods and nature. Forth, there are certain factors which may activate medical tourism, such as education. Medical tourism linked with rural·fishing tourism may led to the diversification of medical tourism products and the development of rural·fishing tourism.

연구논문 : 공정여행으로서 농촌관광 태도 및 만족과 참여의도에 영향을 미치는 요인 - 농촌체험마을 방문객을 대상으로 -

강성진 ( Sung Jin Kang ),손호기 ( Ho Gi Shon ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.5

본 연구에서는 농촌체험마을 방문객들을 대상으로 공정여행으로서 농촌관광 태도를 살펴보고, 태도 유형별 농촌관광 만족도와 적극적인 공정여행 참여의도에 영향을 미치는 변인들을 검토해 보고자 한다. 이를 위하여 농촌체험마을 방문객 350명을 대상으로 설문조사를 실시하여 유효표본 270개를 바탕으로 K-평균군집분석, 요인분석, 다중회귀분석, Z-test 등을 실시하였다. 분석결과 공정여행으로서 농촌관광에 대한 태도는 온건적 태도 그룹(n=108)과 긍정적 태도 그룹(n=154)으로 분류되었다. 농촌관광 만족에 있어서 온건적 태도 그룹은 농촌관광 상품요인들(서비스, 시설환경, 프로그램, 가격), 구매환경, 소비자 효과성 지각의 영향을 받으며, 긍정적 태도 그룹은 농촌관광 상품요인들(서비스, 시설환경, 가격)과 소비자 효과성 지각의 영향을 받는 것으로 나타났다. 두 그룹간의 회귀계수 비교를 통해 구매환경은 긍정적 태도그룹보다 온건적 태도 그룹의 농촌관광 만족도에 영향력이 더 큰 것으로 나타났다. 적극적인 공정여행 참여의도에 있어서 온건적 태도 그룹은 만족도, 소비자 효과성 지각, 농촌거주경험이 유의한 영향을 끼치며, 긍정적 태도 그룹은 소비자 효과성 지각, 농업·농촌 관심, 체험프로그램이 유의한 영향을 끼치는 것으로 나타났다. 두 그룹간의 회귀계수 비교에서 온건적 태도 그룹은 공정여행 참여의도에 농촌거주 경험과 농촌관광 만족도의 영향을 더 강하게 받는 것으로 드러났다. 반면 긍정적 태도 그룹은 온건적 태도 그룹보다 공정여행 참여의도에서 소비자 효과성 지각과 농업·농촌 관심의 영향력이 더 큰 것으로 나타났다. 본 연구는 방문객의 농촌관광 태도에 따른 차별화된 접근이 필요하며, 방문객들의 소비자효과성 지각을 높이는 전략으로 농촌관광 만족도의 향상뿐만 아니라, 농촌체험마을 방문객들을 성숙한 공정 여행객으로 유도할 수 있는 유용한 방법임을 시사해주고 있다. The purpose of the study was to explore visitors’ attitude toward rural tourism as a fair travel and to examine the determinants affecting satisfaction of rural tourism as well as an intention of rural tourism as a fair travel. The survey was conducted on 350 visitors of rural tourism villages. A total of 270 surveys were used for data analysis containing K-mean cluster analysis, factor analysis, reliability test, multiple regression and z-test. As a fair travel, the attitude toward rural tourism is divided into a moderate attitude (n=108) and a positive one(n=154). Regarding satisfaction of rural tourism, a group with a moderate attitude was affected by product-related factors, purchase environment and perceived customer effectiveness. A group with a positive attitude was also affected by product-related factors and perceived customer effectiveness. In particular, the group with a moderate attitude seemed to be more satisfied by purchase environment than the other. With respect to an intention of rural tourism as a fair travel, the group with a moderate attitude was affected by satisfaction of rural tourism, perceived customer effectiveness, previous rural residency while the other was affected by perceived customer effectiveness, agriculture & rural interest, and rural tourism programs. Especially, the group with a moderate attitude is more likely to participate in rural tourism than the other as a fair travel as they had ever lived in rural areas or satisfied with rural tourism. The group with a positive attitude is more likely to involve in rural tourism as a fair travel as they have higher perceived customer effectiveness or interest in rural issues. The results suggest that enhancing perceived customer effectiveness will be a useful strategy not only to draw a high level of satisfaction but lead visitors in rural tourism villages to fair tourists.

关于贵州发展乡村旅游的几点思考

Wu Qian,이숙영,정건섭 한국비교정부학회 2008 한국비교정부학보 Vol.12 No.1

The domestic and international growth of rural tourism is remarkable and it continues to grow steadily. The characteristic of rural and ecological tourism is very different from mass tourism. This paper focuses on the entry point for the development of Guizhou rural tourism in China. First of all, we analyze the advantages of the rural tourism development in Guizhou. Secondly, we descript the existing problems of development. Finally, we made the countermeasures and suggestions with the development of rural tourism in Guizhou; i.e., they are supporting the sound system, improving the level of service value, improving the developing environmental requirements, and brewing the culture of brand equity. In order to achieve rural tourism efficiently, attention and supports by central and local governments are required and local community participation is needed. The domestic and international growth of rural tourism is remarkable and it continues to grow steadily. The characteristic of rural and ecological tourism is very different from mass tourism. This paper focuses on the entry point for the development of Guizhou rural tourism in China. First of all, we analyze the advantages of the rural tourism development in Guizhou. Secondly, we descript the existing problems of development. Finally, we made the countermeasures and suggestions with the development of rural tourism in Guizhou; i.e., they are supporting the sound system, improving the level of service value, improving the developing environmental requirements, and brewing the culture of brand equity. In order to achieve rural tourism efficiently, attention and supports by central and local governments are required and local community participation is needed.

코로나 19 대응형 농촌관광 유형 특성 및 콘텐츠 개발 연구

최찬원 ( Choi Chanwon ),최재문 ( Choi Jaemoon ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.3

(Background and Purpose) It is predicted that domestic travel demand will increase as it has become difficult to travel abroad after the COVID-19 pandemic. However, rural experience resort villages lack aging facilities, qualitative services that are inferior to quantitative growth, and content that will satisfy customers. It is difficult to fully reflect the needs of customers in the acceptance posture of rural experience and recreational villages. To introduce overseas travel demand into rural tourism after the pandemic, a study is needed not only to develop various contents but also to respond to new travel patterns. This study aims to discover contents and find ways to apply them to rural experiential and recreational villages after the pandemic through collection and analysis of successfully operating cases. (Method) First, after examining the theories and literature of rural tourism as well as defining its concept and classifying the types, the research direction was established. Second, it analyzes the situation of rural tourism before the pandemic and changes in the domestic tourism environment, deriving opportunities and risk factors. Third, it classifies the types of rural tourism based on the case analysis of the changing environment after the pandemic. In addition, a comprehensive analysis of the contents applicable to the experiential recreational village by type and implications is drawn. (Results) This study investigated the operation of rural tourism in rural experience resort villages before and after the COVID-19 pandemic. In addition, the direction of rural tourism was analyzed according to the change of content type based on the changing domestic tourism trend, the crisis of rural tourism, and the opportunity factor. Then, rural tourism was presented as a healing, nature-family friendly, accommodating, animal experience, and trekking type of tourism. By applying it to the field, an experience program was developed by presenting types of content that only rural areas could provide to tourists. Despite the pandemic, contents that could be applied to rural experience resort villages were discovered. Through the pilot operation, the possibility of applying such contents to the actual rural experience and recreation village was empirically investigated and verified. (Conclusions) In the post-COVID-19 pandemic era, to create a clean rural village for tourists, the level of awareness of public quarantine in rural communities must be raised. It is hoped that many tourists visiting rural areas will create a safe rural environment through thorough safety management in collective facilities such as rural experience centers, food establishments, and accommodation.