농촌체험관광이 농특산물 구매 및 직거래에 미치는 영향

Abstract

This study analyzes whether or not the participants of farm experience program are satisfied with regarding various factors of the program and safety of local agricultural/special products, and it also assesses the influence of their satisfaction and demographical factors on purchase (intention) and direct transaction intention. This research has been performed through a survey toward the program participants and the questionnaire is divided into hardware factors such as ‘farm environment,’ ‘farm image,’ and ‘convenient facilities’ and software factors such as ‘experience program,’ ‘residents’ service,’ and ‘quality of local agricultural/special products.’ Regarding the six factors, the average satisfaction rate of the respondents is 4.07 out of 5 Likert scale, and the average safety rate on the local agro-specialty products is 4.15. The average purchased or purchasing intention rate is 4.05 and for direct transaction intension, 3.99. Most respondents prefer direct transaction with individual farmer or village’s specialty corner. For main methods of the direct transaction, ‘revisit to farm,’ ‘telephone,’ and ‘Internet and fax’ are preferred, and it is shown that they have willingness to pay the shipping cost of the products. The results from the analysis of the influence of participants’ satisfaction and their demographical factors on purchase (intention) and direct transaction of local agricultural products and specialty show that purchase (intention) rate becomes higher as age is higher and satisfaction rate on the quality of residents’ services and the quality and safety of agro-products and specialty is higher. Also, direct transaction intention is stronger if they are an older group and women and if they consider residents’ services and rural environment more positively. However, for those respondents who have cultivation experiences, the intention is lower.