제주지역 농촌민박 이용자의 선택속성에 관한 연구

Abstract

In recent years, Urban dweller's demand for rural tourism has skyrocketed due to better living and educational standards, more leisure time, more eco-friendly consciousness, and the pursuit of well-being space. Jeju area has become popular as a charming rural tourist destination by its own sea-surface and unique natural environment. At the same time, the quantity of Farm-Inn in Jeju area has been increasing with the development of rural tourism over the past few years. But the quality of facilities and services of Farm-Inn has not improved much as well compared with European countries, such as UK, French, Germany, etc. Therefore, the purpose of this study is to draw the selection factors of Farm-Inn based on its users and to present the implications of Jeju's Farm-Inn as a nationwide demonstration by IPA technique which is frequently utilized for assessing properties. To achieve the objectives of this study, the research was carried out based on the empirical study. At first, twenty selection elements of Farm-Inn were derived during the literature study. Next, the empirical study collected 245 of the 250 total questionnaires, which 216 copies were used except for 29 of the invalid samples. Statistical data were analyzed using the SPSS 22.0 Statistical Package Program, which grouped and analyzed the selection elements into six factors. The detailed analysis process was shown as follows. First, importance and performance priority were conducted. Second, the difference between importance and performance was verified. Third, according to the IPA results, nine elements in quadrant I, three elements in quadrant II, seven elements in quadrant III, and one element in quadrant IV were derived to establish possible measures for each segment. In addition, the difference among the performance of the selection attributes was analyzed according to demographic characteristics. And the difference among the performance of the selection attributes was analyzed according to the form of visiting.