농촌지도와개발 (Journal of Agricultural Extension & Community Development)

  • 제22권3호
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  • Pages.301-319
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  • 2015
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  • 1976-3107(pISSN)
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  • 2384-3705(eISSN)
한국농촌지도학회 (Korean Society of Agricultural Extension)
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농촌관광마을 경쟁전략

A Qualitative Research on Competitiveness Strategies for Rural Tourism Destination

  • 김소윤 (공주대학교 지역개발학부) ;
  • 윤준상 (공주대학교 지역개발학부) ;
  • 박덕병 (공주대학교 지역개발학부)
  • Kim, So-Yun (Department of Regional Development, Kongju National University) ;
  • Yoon, Jun-Sang (Department of Regional Development, Kongju National University) ;
  • Park, Duk-Byeong (Department of Regional Development, Kongju National University)
  • 투고 : 2015.08.05
  • 심사 : 2015.09.13
  • 발행 : 2015.09.30
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초록

Competitiveness strategies has been associated in the tourism literature as a crucial factor for the success of tourist. The study aims to explore the competitiveness strategies for tourism destinations by conducting in-depth interviews with probe questions. Thirteen community enterprises' managers in rural tourism communities were interviewed with a semi-structured interview questionnaire for one or two hours. From the interview data, eight themes in two dimensions were identified as competitiveness strategies of rural community enterprises in rural Korea. Differentiation strategies consist of new product development, service improvement, brand image improvement, advertise and public relation, and concentration. Cost leadership dimension includes cost reduction, increasing benefit, and long-term investment. The findings of this paper implicate the underlying the competitiveness strategies from managers' perspective.

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피인용 문헌

  1. 농촌의 에너지사업 유무에 따른 경관색채 인식 비교연구 vol.24, pp.2, 2015, https://doi.org/10.12653/jecd.2017.24.2.0127
  2. 농촌관광 사업자의 경영성과에 영향을 미치는 요인 vol.27, pp.2, 2015, https://doi.org/10.12653/jecd.2020.27.2.0065
  3. 농촌관광객의 지출비용 영향요인 분석 vol.27, pp.3, 2020, https://doi.org/10.12653/jecd.2020.27.3.0135
  4. 디지털 트랜스포메이션의 경쟁전략과의 적합성에 관한 연구 vol.12, pp.8, 2021, https://doi.org/10.15207/jkcs.2021.12.8.257