The purpose of this study was to analyze the effects of service quality on satisfaction of green tourism and to determine the reason behind satisfaction, words of mouth, and revisit intention. From 720 questionnaire distributed, 679 were analyzed using SPSS 12.0 package. Both descriptive and inferential statistics were used to analyze the data such as Pearsons's correlation analysis, confirmative factor analysis, regression analysis. In conclusion, this study has found that satisfaction of green tourism affects the intention of revisit positively and word of mouth as well. In the stand points of green tourism marketing plan, the factors of service quality, environmental cleanliness is the first priority to increase satisfaction of green tourism, the second is taste of foods, the third is signboard for tourists, the fourth is variety of tourist's attractions, and the last is atmosphere of traditional agriculture. The overall satisfaction of green tourism mainly affected by the service quality. The satisfaction is the key to sustain and to increase number of visitors. Kindness is one of the most important factors to increase visitors' satisfaction. The satisfied visitors will revisit the site and are willing to recommend the site to others positively.
ABSTRACT I. 서론 II. 이론적 배경 1. 농촌관광 2. 서비스 품질 3. 만족도 및 재방문 III. 연구모형 및 가설설정 1. 가설설정 및 연구모형 2. 조사대상의 선정과 설문지 구성 3. 설문지 구성 IV. 실증분석 1. 조사대상자의 일반특성 2. 신뢰도 검증 3. 타당성 검증(11P) 4. 가설검증 결과 V. 결론 및 시사점 참고문헌
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