The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
권호 표지

Service Quality Satisfaction according to Farm Stay Visitors Preferences and Segmentation by Motivation

농가민박 이용객의 여행 동기에 따른 세분시장과 방문객 선호에 따른 서비스품질 만족 차이 분석

  • 박덕병 (농촌진흥청 국립농업과학원) ;
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 윤유식 (경희대학교 호텔관광대학)
  • Received : 2010.02.17
  • Accepted : 2010.04.27
  • Published : 2010.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to examine the difference between service quality satisfactions according to tourists' preference and segmentation by various motivations. Data were collected from 442 farm stay visitors by field surveys in rural areas. A factor-clustering method identified three distinct segments; want-it-all, overall low motivation, relaxation. MANOVA was used to examine the differences of service quality satisfaction for farm stay visitors' preference and segmentation by motivation. Results show that the type of guest room more significantly influenced farm stay visitors' satisfaction according to those three clusters. It should be noted that we have information on the characteristics and type of satisfaction of the consumers in order to improve the quality of farmstay's service in rural tourism.

Keywords

References

  1. 김소윤.엄서호(2009) 농촌관광 참여동기에 따른 추구편익과 체험활동 선호도. 농촌관광연구 16(1), 17-37.
  2. 김정섭.박덕병.박은식(2004) 농촌관광 민박 경영체의 사회경제적 특성과 시사점. 농촌경제 27, 63-73.
  3. 김현.김성조(2006) 농촌관광객의 참여동기에 따른 시장세분화. 농촌관광연구 13(1): 29-48.
  4. 김현아.허북구.박윤점(2008) 자원식물을 이용한 농촌체험관광 프로그램 개발에 관한 연구. 생명자원과학연구 30(2), 105-113.
  5. 농림부.삼성경제연구소(2003) 농촌관광프로그램 가이드북.
  6. 문선희.박덕병.김경희(2010) 제주 농촌관광마을 방문객의 농가민박 서비스품질 만족도 연구. 농촌관광연구 17(1), 15-39.
  7. 박덕병.이민수.김정섭(2004) 농촌관광 시장 세분화 연구. 관광학연구 28, 193-212.
  8. 박덕병.이혜현(2005) 농가숙박 서비스품질의 기대-만족 분석. 문화관광연구 7(2), 7-25.
  9. 박덕병.이상영.조록환.김미희.조영숙.최재웅.박병도.손은호(2009) 도시민 농촌관광 실태 조사. 수원: 농촌진흥청.
  10. 유광민.김기완(2009) 가족생활주기에 따른 농촌관광 동기, 농촌관광지 선택요인, 농촌체험관광프로그램 선호도의 차이분석. 관광학연구 33(4), 403-426.
  11. 윤유식.오흥철(2008) 농촌관광마을 방문만족도 세분시장별 농촌관광 행동특성에 관한 연구. 관광.레저연구 20(3), 109-124.
  12. 윤유식.지경배(2008) 농촌관광마을 방문객 선호체험프로그램과 방문만족도 및 성과에 관한 연구: 강원도 농촌관광마을 방문객을 중심으로. 호텔관광연구 10(1), 327-251.
  13. 이민수.박덕병.윤유식(2007) 농촌관광객의 충성도와 서비스품질. 관광연구저널 21(1), 411-422.
  14. 이승곤.오민재(2007) 농촌관광 목적지 속성에 따른 관광객 유형별 동기 및 체험 분석.. 관광연구저널 21(4), 19-33.
  15. 전재균(2007) 농촌관광 활성화를 위한 팜스테이(Farm Stay) 체험프로그램 개발: 추구편익 시장세분화를 중심으로. 관광.레저연구 19(3), 323-341.
  16. Akama JS, Kieti DM(2003) Measuring tourist satisfaction with Kenya's wildlife safari: A case study of Tasavo West National Park. Tourism Management 24(1), 73-81. https://doi.org/10.1016/S0261-5177(02)00044-4
  17. Aktas A, Aksu AA, Cizel B(2007) Destination choice: An important satisfaction analysis. Quality & Quantity 41, 265-273. https://doi.org/10.1007/s11135-006-9003-0
  18. Beard JG, Ragheb MG(1980) Measuring leisure satisfaction. Journal of Leisure Research 12, 20-33.
  19. Bigne JE, Sanchez MI, Sanchez J(2001) Tourism image, evaluation variables, and afterpurchase behaviour: Interrelationship. Tourism Management 22(6), 607-616. https://doi.org/10.1016/S0261-5177(01)00035-8
  20. Cha S, McCleary M, Uysal M(1995) Travel motivations of Japanese overseas travelers: a factor-cluster segmentation approach. Journal of Travel Research 33(2), 33-39.
  21. Cole ST, Crompton JL(2003) A conceptualization of the relationships between service quality and visitor satisfaction, and their links to destination selection. Leisure Studies 22(1), 65-80. https://doi.org/10.1080/02614360306572
  22. Crompton JL(1979) Motivation for pleasure vacation. Annals of Tourism Research 6, 408-424. https://doi.org/10.1016/0160-7383(79)90004-5
  23. Devesa M, Laguna M, Palacios A(2010) The role of motivation in visitor satisfaction: Empirical evidence. Tourism Management, 31, 547-552. https://doi.org/10.1016/j.tourman.2009.06.006
  24. Fleischer A, Rotem A, Banin T(1993) New directions in recreation and tourism activities in the rural sector in Isreal: demand and supply factors. Research Report. Development Study Center. Rehovot, Israel.
  25. Fodness D(1994) Measuring tourist motivation. Annals of Tourism Research 21(3), 555-581. https://doi.org/10.1016/0160-7383(94)90120-1
  26. Gnoth J(1997) Tourism motivation and expectation formation. Annals of Tourism Research 24(2), 283-304. https://doi.org/10.1016/S0160-7383(97)80002-3
  27. Goeldner CR, Ritchie JR(2003) Tourism: principles, practices, philosophies. Hoboken, NJ: John Wiley & Sons.
  28. Gronroos C(1984) A service quality model and its marketing implications. European Journal of Marketing 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  29. Gronroos C(1990) Service Management and Marketing: Managing the moments of truth in service competition. Lexington. MA: Lexington Books.
  30. Hair JF, Black WC, Babin BJ, Anderson RE, Tatham RL(2006) Multivariate Data Analysis (6 ed.). Upper Saddle River, New Jersey: Prentice Hall.
  31. Iso-Ahola SE(1982) Towards a social psychology theory of tourism motivation. Annals of Tourism Research 9, 256-262. https://doi.org/10.1016/0160-7383(82)90049-4
  32. Jang S, Cai L(2002) Travel motivations and destination choice: a study of British outbound market. Journal of Travel and Tourism Marketing 13(3), 111-133.
  33. Lang CT, O'Leary JT, Morrison AM(1997) Distinguishing the destination choices of pleasure travelers from Taiwan. Journal of Travel and Tourism Marketing 6(1), 21-40. https://doi.org/10.1300/J073v06n01_03
  34. Lee TH(2007) Ecotourism behavioral model of national forest recreation areas in Taiwan. International Forestry Review 9(3), 771-785. https://doi.org/10.1505/ifor.9.3.771
  35. Lundberg DE(1971) Why tourists travel. Cornell HRA Quarterly February, 75-81.
  36. Mannell RC, Iso-Ahola SE(1987) Psychological nature of leisure and tourism experience. Annals of Tourism Research 14(3), 314-331. https://doi.org/10.1016/0160-7383(87)90105-8
  37. Oliver RL, Swan JE(1989) Consumer perceptions of interpersonal equity and satisfaction in transaction: a field survey approach. Journal of Marketing 53, 21-35.
  38. Parasuraman A, Zeithaml V, Berry L(1985) A Conceptual Model of Service Quality and its implication for future research. Journal of Marketing 49(4), 41-50. https://doi.org/10.2307/1251430
  39. Parasuraman A, Zeithaml V, Berry L(1994) Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. The Journal of Marketing 58(1), 111-124. https://doi.org/10.2307/1252255
  40. Park D, Yoon Y(2009) Segmentation by motivation in rural tourism: A Korean case study. Tourism Management 30, 99-108. https://doi.org/10.1016/j.tourman.2008.03.011
  41. Qu H, Ping EWY(1999) A service performance model of Hong Kong cruise travelers' motivation factors and satisfaction. Tourism Management 20, 237-244. https://doi.org/10.1016/S0261-5177(98)00073-9
  42. Reichel A, Lowengart O, Milman A(2000) Rural tourism in Israel: Service quality and orientation. Tourism Management 21, 451-459. https://doi.org/10.1016/S0261-5177(99)00099-0
  43. Ross ELD, Iso-Ahola SE(1991) Sightseeing tourists' motivation and satisfaction. Annals of Tourism Research 18(2), 226-237. https://doi.org/10.1016/0160-7383(91)90006-W
  44. Tribe J, Snaith T(1998) From SERVQUAL and HOLSAT: Holiday satisfaction in Varadero, Cuba. Tourism Management 19(1), 25-34. https://doi.org/10.1016/S0261-5177(97)00094-0
  45. Yoon Y, Uysal M(2005) An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016