치유농장의 방문 목적별 중요도-만족도 분석

Abstract

This study examines differences in the perceived importance and satisfaction of healing farm services according to visitors’ purposes. A nationwide online survey of 600 adults was conducted in June 2023, classifying respondents into “healing- oriented” (psychological/physical recovery) and “general-oriented” (leisure, education, workplace programs) groups. Eleven service attributes covering facilities, programs, operator competence, and natural/cultural resources were assessed using t-tests and Importance–Performance Analysis (IPA). Results indicate that the healing-oriented group consistently rated importance and satisfaction higher than the general-oriented group. For healing-oriented visitors, facilities, dedicated healing spaces, historical and cultural attractions, diverse healing programs, and natural environments were high in both importance and satisfaction. General-oriented visitors valued these attributes similarly but also emphasized farm philosophy and operator service competence. Both groups rated meditation spaces, certain landscapes, and provided food as low in both dimensions. Policy implications include differentiated strategies: enhancing specialized facilities and therapeutic programs for healing-oriented farms, and integrating healing elements into tourism/education for general-oriented farms. A national quality evaluation and grading system could institutionalize service standards, while IPA-based prioritization can guide efficient resource allocation.