Effects of Ecotourism Village Attributes on Tourists' Satisfaction -Focused on Comparison of Adults and Children-
2014
Kim, K.H., National Academy of Agricultural Science, RDA, Jeonju, Republic of Korea | Lee, S.M., National Academy of Agricultural Science, RDA, Jeonju, Republic of Korea
Ecotourism activity is a rapidly growing proportion of the tourism industry as a growing awareness of the natural environment. The purpose of this study was to examine the effects of ecotourism village attributes on tourists satisfaction focused on comparison of adults and children. For this study, an onsite survey was conducted to tourists of eight ecotourism villages. A total of 506 samples were collected and analyzed using SPSS 20.0. Through factor analysis, three dimensions of selection attribute were identified from 13 variables: 'program service', 'facility' and 'environment'. The multiple regression analysis was conducted to identify the factors effects of ecotourism village attributes on tourists' satisfaction. Whereas 'program service', 'facility' factors among ecotourism village attributes had positive effects on satisfaction in the adults group, 'program service', 'facility' and 'environment' were important factors for children. The study suggested that it was important for ecotourism village managers to develop effective marketing techniques that could have a lasting impact on customer retention.
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