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Understanding the Benefit Sought by Rural Tourists and Accommodation Preferences: A South Korea Case


  • Duk-Byeong Park,

    1. National Academy of Agricultural Science, Rural Development Administration, Suwon, Republic of Korea
    Current affiliation:
    1. Department of Community Development, College of Industrial Science, Kongju National University, Chungnam, Republic of Korea
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  • Hee-Jung Lee,

    1. Griffith University, Department of Tourism, Leisure, Hotel and Sport Management, Queensland, Australia
    Current affiliation:
    1. CHA University, Department of Global Management, Pocheon-shi, Gyeongghi-Do
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  • Yoo-Shik Yoon

    Corresponding author
    1. Kyung Hee University, College of Hotel and Tourism, Seoul, Korea
    • Correspondence to: Yoo-Shik Yoon, Kyung Hee University, College of Hotel & Tourism, 1 Heogi-dong, Seoul, Korea, 130-701.


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Rural tourism has been widely acknowledged for its effectiveness in contributing to rural areas’ development. With strong government support, rural tourism has developed in many countries during the last several decades. This study aims to improve the understanding regarding tourism in Korean rural areas using a segmentation approach. The responses of 442 tourists in 23 rural villages were analyzed. Four segments of tourists were identified based on the different benefits they sought for their vacation in rural establishments. The estimation of a multinomial logit model determined the socio-demographic characteristics and the preferred accommodations of a rural tourist. Discussions and implications of the detailed findings are provided in the last section. Copyright © 2012 John Wiley & Sons, Ltd.