This study shows effects of experience factors during rural sightseeing on tourists' enjoyment and behavior intention aimed Taiwanese group tourists visiting Korea. Deviation and amusement of the experience factors effects on enjoyment. However amusement and education do not influence on the enjoyment. In addition to it, this research shows enjoyment impacts on tourists' behavior intention. Korean rural sightseeing has defects such as overlapped contents, petty facilities and unsystematic accommodating condition. Rural sightseeing is tourism source that gives chance to foreign tourists experience different cultures of the visiting country. Moreover, it is necessary tourist attraction for invigorating rural tourism. It is expected that plan and strategy to vitalize rural tourism can be established based on this study.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 농촌관광 체험요인 2. 즐거움 3. 행동의도 Ⅲ. 연구설계 1. 연구모형 및 가설 2. 설문구성 3. 자료수집 및 분석방법 Ⅳ. 실증분석 1. 조사대상의 특성 2. 타당성 및 신뢰성 검증 3. 연구가설 검증 Ⅴ. 결론 참고문헌
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