부산대학교 도서관

The purpose of this study is to analyze the factor influencing in order to increase the intention to revisit rural experience tourism. 181 men and women who had experienced rural experience tourism were surveyed in a Self-Assessment Questionnaire. Some farming experience, life experience, cultural experience, and leisure experience were set as independent variables as representative programs of rural experience tourism, satisfaction and trust as mediated variables, and relationships as dependent variables. Here, the relationship is regarded as a variable representing the intention to revisit. When performing multi-group path analysis by separating men and women, both men and women had a statistically significant positive (+) effect in the Leisure experience→Satisfaction path and the Trust→Relation path. In addition, the paths that were statistically significant for women were not statistically significant, but were statistically significant only for men were Farm experience→Satisfaction path, Farm experience→Relation path, and Leisure experience→Relation path. In addition, the paths that were not statistically significant for men, but statistically significant for women were Culture experience→Satisfaction and Trust→Satisfaction. According to this study, in order to increase the intention to revisit, both men and women should consider leisure experience. And men should emphasize farming experience, while women should emphasize cultural experience. It is considered that there is a need to further subdivide leisure experience, farming experience and cultural experience for the region. This study has a limitation of only 181 people. More large-scale research will be possible in the future.