농촌교육농장 방문자의 행동의도 및 방문태도에 미치는 영향요인 연구
A Study on the Factors Affecting Visitor's Attitude and Behavioral Intention to Visit Educational Farms
1
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
The purpose of this study is to provide an objective insight for factors that affect people's visiting behavior to educational farms. Second, this study aims to identify the underlying dimensions representing motivations and constraints for visiting educational farms. Third, this study explores differences among the classified groups with respect to structural relationships of each construct. Finally, identifying strategies of educational farm-related organizations could develop to reinforce visit motivations, offset visit constraints and ultimately increase behavioral intention for potential possible visitors to revisit and recommend educational farms.Empirical results of the study suggest implications for promoting the current farm villages and markets with many stakeholders in agricultural industries. Nevertheless, there are some limitations as followed: first, despite the possibility of their effects, the study did not consider other factors, which could affect revisiting behavior such as destination image, experiencing attributes etc. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations. The directions for the future study are as follows: first, future study requires time series approach instead of cross sectional approach. Secondly, future study might utilize comparative study regarding regional characteristics of educational farms or a nation-wide approach. Thirdly, future study can suggest a combined educational farms considering practical educational farm cases. Lastly, it is considered that developing evaluation measures such as quality authentication system will contribute to educational farms' stabilization.
Abstract
The purpose of this study is to provide an objective insight for factors that affect people's visiting behavior to educational farms. Second, this study aims to identify the underlying dimensions representing motivations and constraints for visiting educational farms. Third, this study explores differences among the classified groups with respect to structural relationships of each construct. Finally, identifying strategies of educational farm-related organizations could develop to reinforce visit motivations, offset visit constraints and ultimately increase behavioral intention for potential possible visitors to revisit and recommend educational farms.Empirical results of the study suggest implications for promoting the current farm villages and markets with many stakeholders in agricultural industries. Nevertheless, there are some limitations as followed: first, despite the possibility of their effects, the study did not consider other factors, which could affect revisiting behavior such as destination image, experiencing attributes etc. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations. The directions for the future study are as follows: first, future study requires time series approach instead of cross sectional approach. Secondly, future study might utilize comparative study regarding regional characteristics of educational farms or a nation-wide approach. Thirdly, future study can suggest a combined educational farms considering practical educational farm cases. Lastly, it is considered that developing evaluation measures such as quality authentication system will contribute to educational farms' stabilization.
참고문헌 (37)
- 고재학, "공급자 중심의 교육정책에 관한 실효성 분석: 청소년 학교생활에 관한 학생ㆍ학부모ㆍ교사간 인식차이를 중심으로", 정책분석평가학회보, 18(1), pp.101~121 (2008), 한국정책분석평가학회
- 권난주, "초등과학캠프의 운영 실태와 선호도 조사를 통한 활성화 방안", 과학교육연구지, 34(2), pp.306~319 (2010), 과학교육연구소
- Rural Society as Seen through Statistics(Daegu·Gyeongbuk, Gangwon province: Find out the Future of Agriculture from Environment-friendly Farm Product, "Dongbuk Regional Office of Statistics", ~ (2013)
- Park, D. B., "The Differences of Experienced verse Expected Service Quality of Farm Stay in Rural Korea", International Journal of Culture and Tourism Research, 7(2), pp.7~25 (2005)
- 송영민, "체험활동 구성요인과 만족과의 구조모형분석: 수련활동참가 청소년을 중심으로", 관광연구저널, 21(4), pp.309~320 (2007), 한국관광연구학회
- Lee, K.C., "The Meaning of Education in Rural Area", The Road to Agriculture·Rural Area, ~ (2010)
- Jung, Y. J., "A Study on Strategies for Connection of Rural Experience and Education, Ministry of Agriculture", Ministry of Agriculture, An Agricultural Fair for Green Rural Experiential Farm, 207~222 (2005)
- Choe, Y. C., "A Study on the Relationship between Service Quality and Satisfaction of Rural Experiential Tourism for Youth", Journal of Agricultural Extension & Community Development, 14(1), pp.149~170 (2007)
- Choi, H. S., "The Effect of Perceived Service Quality of Rural Experiential Tourism on Loyalty", Journal of Rural Tourism, 14(2), pp.28~41 (2007)
- Hwang G. S., "The Effects of On-site Experience upon Tourist's Rural Amenity Image", Journal of Rural Tourism, 12(2), pp.97~115 (2005)
- Ajzen, I., "Understanding Attitudes and Predicting Social Behavior" (1980), Prentice-Hall, Inc
- Ajzen, I., "The Theory of Planned Behavior", Organizational Behavior and Human Decision Precesses, 50, pp.179~211 (1991)
- Ajzen, I., "Models of Human Social Behavior and Their Application to Health Psychology", Psychology and Health, 13, pp.735~739 (1998)
- Armitage, C. J., "Efficacy of the Theory of Planned Behaviour: A Meta-analytic Review", British Journal of Social Psychology, 40(4), pp.471~499 (2001)
- Baloglu, S., "A Model of Destination Image Formation", Annals of Tourism Research, 26, pp.868~897 (1999)
- Baloglu, S., "US International Pleasure Traveler’s Image of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors", Journal of Travel Research, 38(2), pp.144~152 (1999)
- Crawford, D. W., "Reconceptualizing Barriers to Family Leisure, Leisure Sciences", Leisure Sciences, 9, pp.119~127 (1987)
- Crawford, D. W., "A Hierarchical Model of Leisure Constraints", Leisure Sciences, 13, pp.309~320 (1991)
- Crompton, J. L., "Temporal Changes in Perceived Constraints to Visiting State Parks", Journal of Leisure Research, 36(2), pp.160~182 (2004)
- Driver, B.L., "Master List of Items for Recreation Experience Preference Scales and Domains", USDA Forest Service, ~ (1983)
- Fisher, R.J., "International Pleasure Travel Motivations and Post Vacation Cultural Attitude Change", Journal of Leisure Research, 23(3), pp.193~208 (1991)
- Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Francesco D.I., "Supporting Policies for Social Farming in Europe : Progressing Multifunctionality in Responsive Rural Areas" (2009), Press Service srl
- Gnoth, J., "Tourism Motivation and Expectation Formation", Annals of Tourism Research, 24(2), pp.283~304 (1997)
- Hair, J.F., Jr., "Multivariate Data Analysis" (2002), Prentice Hall
- Hubbard, J., "Testing Competing Models of the Leisure Constraint and Negotiation Process in a Corporate Employee Recreation Setting", Leisure Sciences, 23, pp.145~163 (2001)
- Huang S., "Effects of Travel Motivation, Past Experience", Perceived Constraint and Attitude on Revisit Intention, 48(29), pp.29~44 (2009)
- Iso-Ahola, "Toward a Social Psychological Theory of Tourism Motivation: a Rejoinder", Annals of Tourism Research, 25(3), pp.259~ (1982)
- Jun, J., "Constraints to Art Museum Attendance", Journal of Park and Recreation Administration, 26(1), pp.40~61 (2008)
- Kim, N., "Why Travel to the FIFAWorld Cup? Effects of Motives, Background, Interest, and Constraints", Tourism Management, 25(6), pp.695~707 (2004)
- Lam, T., "Theory of Planned Behavior: Potential Travelers from China", Journal of Hospitality & Tourism Research, 28(4), pp.463~482 (2004)
- Mcintosh, "Tourism: Principles, Practices and Philosophies" (1977), Grid Publishing
- Mill, C.R., "The Tourism System" (1985), Prentice Hall
- Nyaupane, G. P., "Nature Tourism Constraints —A Cross-activity Comparison", Annals of Tourism Research, 31(3), pp.540~555 (2004)
- Page, S., "The Business of Rural Tourism : International Perspectives" (1997), London International Thomson Business Press
- Pennington-Gray, L. A., "Testing a Constraints Model within the Context of Nature-based Tourism", Journal of Travel Research, 40(4), pp.416~423 (2002)
- Pine, B. J., "The Experience Economy" (1999), Harvard Business School Press