농촌관광 속성별 만족도 프로파일에 따른 농촌관광객 재방문 의도 차이: 사람중심접근법을 중심으로

Abstract

This study identifies latent satisfaction profiles in rural tourism and examines their effects on revisit intention using a person-centered approach. Data from the 2020 and 2022 Rural Tourism Survey by the Rural Development Administration were analyzed through latent profile analysis and confirmatory factor analysis using SPSS 24.0, AMOS 26.0, and Mplus 8.6. Tourism motivation and demographic factors (gender, age, income) were included as predictors. Three profiles emerged in each year: “infrastructure-oriented,” “village-resource-oriented,” and “low-sensitivity” types in 2020, and “low-satisfaction,” “moderate-sensitivity,” and “high-sensitivity” types in 2022. Revisit intention was highest for the village-resource-oriented group in 2020 and the high-sensitivity group in 2022. In 2022, tourism motivation and income significantly influenced profile membership, showing that higher income and relaxation-oriented motives were associated with higher satisfaction and revisit intention. These findings highlight heterogeneous rural tourism experiences and offer implications for differentiated destination marketing and policy strategies.