중국 관광객의 농촌관광 동기와 선택속성이 만족도에 미치는 영향

Abstract

As China's rural tourism market is expanding and the number of urban residents visiting China's rural tourism is increasing, the prospect of future growth of China'srural tourism market is becoming a major concern. Therefore, it is necessary to study on the motivation to visit the rural people in the city of China and the selection attributes of rural areas. The purpose of this study is to analyze the tourism motivation of rural visitors and to find out the attributes that can enhance the overall satisfaction, to find the difference according to the demographic characteristics, The purpose of the strategy is to derive implications. A survey was conducted for the empirical analysis of this study. The survey was conducted from April 11, 2018 to April 20, 2018, for a total of 10 days, using a self - filling questionnaire surveyed by residents of Shanghai, China. A total of 350 copies were distributed. A total of 301 copies were used as an effective sample for the empirical analysis, except for those with low reliability and validity. Statistical analysis was performed using frequency analysis, validity and reliability analysis, multiple regression analysis, t-test and ANOVA using SPSS for Window 20.0 program. The conclusions from the empirical analysis are as follows. In this study, 'H1 rural tourist' s tourism motive will affect tourist 's satisfaction. The results showed that three factors of tourism motive were recreational motivation, knowledge motivation and culture motivation motive influencing tourist satisfaction .The results of this study showed that the food attributes and the traffic attributes influenced the satisfaction of tourists among the four attributes of optional attributes. Shopping attributes and accommodation attributes did not affect tourist satisfaction. According to demographic characteristics, differences in leisure motivation, food, shopping, accommodation, and traffic differed according to gender. There were differences in shopping motivation and shopping motivation according to age. According to marital status, there was no difference between tourists' motivation and preference. There were differences according to occupation according to recreation motive. According to the level of education, there was difference in shopping motivation and shopping. There was a difference only in recreation motive according to monthly average income. According to the demographic characteristics, there was a relatively higher average value of female tourists than male respondents in tourist destination food, shopping, accommodation, and traffic. Women tend to like rural tourism more than men, and they tend to decide tourist attractions considering the optional attributes of tourist sites. In the group difference test according to marriage, the married group showed a higher average value than the unmarried group in the case of the tourist attraction and the traffic attraction. As a result of examining the difference of the property selection attribute according to age, the average value of shopping in the 40s was relatively high, and it is also important to develop more customized products according to age group and more reasonable special product / souvenir price to activate the target market. I think. In the case of education level, the average value of shopping of higher educated people was lower than that of low education. In the case of the companion, the average value of family members and friends / colleagues was higher in the accommodation choice attributes.