농촌관광마을의 주민참여와 관광사업 성과 간 매개요인 변화에 관한 연구 : 제주 농촌체험휴양마을 대상 구조방정식 모형의 적용을 중심으로

Abstract

The government has continuously implemented a policy for the revitalization of a rural tourism village community since about 15 years ago, but as communal problems keep occurring, there is a political limitation, this study has a critical mind on the basis that it is most important to strengthen the basis of 'recovery and revitalization of village community.' Along with this, this study started with the necessity to suggest the priority directions for the future for the efficient promotion of the policy for the revitalization of rural tourism in the village community, e.g. How social capital and local governance should operate and what to do to form them properly. The spatial scope of the study was set to the entire rural experience recreation villages on Jeju Island to contribute to the generalization on Jeju Island. The temporal scope of the study was limited from the time before the development of the rural tourism villages till the present to compare their properties before and after their construction as rural tourism villages. Through literature research, this study drew the items about residents' participation, social capital, local governance and business performance and prepared the draft of questionnaires. Through a preliminary study, this study refined the items of the questionnaires in the draft and composed the items of the final questions for the main survey. Moreover, based on the ranking of the average score of the recognition of business performance in the preliminary study, this study selected eight villages as subjects for the main survey to consider Plan A that selects a total of eight villages, adding top two villages and bottom two villages by the western and eastern groups on Jeju Island and Plan B that selects a total of eight villages adding four villages at the top first through fourth by the top and bottom groups and four villages the bottom first through fourth by. As a result of an examination of Plans A and B, the same eight villages were drawn as the target sites. Thus, this study subsequently conducted tests of the western and eastern groups and the top and bottom groups in the verification of the group difference through the main study. This study focused on the analysis and verification of the following. First, this study analyzed the mediating effects of social capital and local governance in the relationship between the residents' participation and business performance with the entire samples. Second, to compare the differences in the mediating effects of social capital and local governance in the residents' participation and business performance between the groups (The western and eastern groups and the top and bottom groups). Third, to verify the difference in the relationships of the influences among the residents' participation, social capital, local governance and business performance by the groups, the moderating effects were analyzed. Fourth, this study analyzed the pattern of changes by comparing the significance of the path and mediating effect of the present entire samples and groups before the development of rural tourism village and after the construction. By setting each research model before the development of a rural tourism village and after the development of the rural tourism village as a research model (before the construction) and a research model (present), theoretical models for hypothesis testing were proposed. In addition, to verify the research hypotheses, SPSS 18 and AMOS 18 statistical package were used. Through an exploratory factor analysis, this study checked the factor structure by variables and conducted a reliability analysis, using Cronbach's value to ensure the reliability of the items. Also, for the assessment of convergent validity among the measuring items, statistical validation of discriminant validity and the assessment of the fitness of the measurement models, a confirmatory factor analysis was conducted. Based on the verified measurement models, this study conducted a structural equation model analysis to analyze the relationships of mediation and influence among the potential variables. Next, to check the mediating and moderating effects of the western and eastern groups and the top and bottom groups on Jeju Island, this study conducted a multiple group analysis. As a result of a comprehensive analysis through the hypothesis testing of this study, the following implications could be drawn. It turned out that, through collaborative participation, the endogenous development of rural tourism village was possible, and that at the level of consultative participation lower than collaborative participation, social capital and local governance played a mediating role and might have a positive impact on the increase of business performance. Also, it turned out that, for the increase of the economic performance, the enhancement of local governance would be very helpful; for the increase of the non-economic performance, the enhancement of bridging social capital would be helpful; and bonding social capital could have a synergy effect with local governance for the increase of the economic performance. Therefore, it is important for administrative institutions to set up a plan related to the rural tourism project in rural tourism village or approach that, considering the level of the residents' participation in implementing the project and pay careful attention to the focus according to the business priority of economic or non-economic aspect by each project site. Furthermore, it was noted that prior to the development of the rural tourism village, the collaborative participation of the western group on Jeju Island was located in a level a little higher than that of the eastern group, but in the present, after the development of rural tourism village, the western group maintained the level similar to that before the construction while the eastern group gradually entered into a higher level. It is judged that this is the pattern of a positive change in the eastern group as the rural tourism village project was promoted in earnest after they were constructed as a rural tourism village. In addition, it was noted that in the top group on Jeju Island, local governance rather decreased through collaborative participation. This shows that while in the top group, collaborative participation is made actively now, the reliability of administrative institutions and expert groups rather decreased. Therefore, for a high level of authentic collaborative participation, it is judged that it is most important for administrative institutions and expert groups to build the residents' trust with a companion, horizontal and sincere attitude. It was noted that in the western group of Jeju Island, a mediating effect was gradually operating, concerning the economic performance, in particular; in the eastern group, it was gradually operating, concerning the non-economic performance; and in the eastern group, the bonding social capital, which had not played a mediating role in either the western or the eastern group, began to operate. In addition, it was noted that in the top group, a mediating effect was gradually operating, concerning the economic performance while in the bottom group, only the mediating effect of bridging social capital was gradually operating, concerning the non-economic performance. This result reveals that the mediating effect was operating differently in the western and eastern groups or the top and bottom group, and it is judged that it would be helpful if administrative institutions implement a project for the policy for the development of rural area like a rural tourism village project, referring to the characteristics of each group when they would promote that. Social capital, which is the ethical basis for the development of politics and economy cannot be formed in a short time. It is necessary to institutionalize a system in which people can receive a systematic and repetitive advanced education since young so that they can feel at home with a habit of respecting social norms such as law and order, and fairness as well as an oral promise in the long-term. Ultimately, this is concluded as the problem of education, and it is necessary to make an effort by all levels of society as well as in the education sector. This study emphasized an authentic attitude, not authoritative of administrative institutions, like a local government, concerning local governance, but what is the most important and essential is to create an atmosphere in which good conversation and communication are made with administrative institutions and expert groups and real cooperation is made as the capability of residents including rural leaders are advanced. It is necessary to be able to make a residents-led development equipped with capability, instead of unconditional residents-led development.