Title Page
Contents
Abstract 14
Ⅰ. Introduction 17
1. Research Background and Problem Statement 17
1) Research Background 17
2) Problem Statement 21
2. Research Purpose and Significance 23
1) Research Purpose 23
2) Research Significance 24
3. Research Methods and Structure 26
1) Research Methods 26
2) Research Structure 27
Ⅱ. Literature Review 30
1. Concept and Research Progress of Rural Tourism 30
1) The Concept of Rural Tourism 30
2) Types of Rural Tourism 35
3) Research Progress of Rural Tourism 38
2. Tourism Destination Image 47
1) The Concept of Tourism Destination Image 47
2) Components of Tourism Destination Image 50
3. Literature Review on Past Experience 52
4. Tourism Service Quality 54
1) The Concept of Tourism Service Quality 54
2) Dimensions of Tourism Service Quality 55
5. Review of Satisfaction Research 57
1) The Concept of Satisfaction 57
2) Related Theoretical Models of Satisfaction 59
6. Review of the Theory of Planned Behavior Research 65
1) Conceptualization of Theory of Planned Behavior 66
2) Applications of the Theory of Planned Behavior 72
7. Behavioral Intention Research Review 78
1) Concept of Behavioral Intention 78
2) Dimensions of Behavioral Intention 79
3) Current State of Research on Behavioral Intentions 80
Ⅲ. Research Hypothesis and Model Construction 82
1. Research Hypothesis 82
1) Hypothesis on the Relationship Between Rural Tourism Destination Image and Satisfaction 82
2) Hypothesis on the Relationship Between Service Quality and Satisfaction 84
3) Hypothesis on the Relationship Between Past Experience, Satisfaction, and Intention 87
4) Hypothesis on the Relationship Between Rural Tourism Destination Image, Service Quality, Past Experience, and Attitudes 89
5) Hypothesis on the Relationship Between Satisfaction and Intention 92
6) Hypothesis on the Relationship Between Attitude and Intention 94
7) Hypothesis on the Relationship Between Subjective Norms and Intention 96
8) Hypothesis on the Relationship Between Perceived Behavioral Control and Intention 98
9) Hypothesis on the Relationship Between Satisfaction and Attitude 100
10) Hypothesis on the Relationship Between the Image of the Rural Tourism Destination and Intention 102
11) Control Variables 104
2. Hypothesis Summary 105
3. Research model 108
Ⅳ. Research Design and Analytical Methods 110
1. Research Design 110
1) Operational Definitions of Variables 110
2) Data Collection 116
3) Composition of The Survey Questionnaire 117
2. Data Analysis Methods 122
1) Descriptive Statistical Analysis 123
2) Reliability Analysis 123
3) Validity Analysis 123
4) Factor Analysis 123
5) Correlation Analysis 124
6) Analysis of Variance 124
7) Structural Equation Modeling Analysis 124
Ⅴ. Empirical Analysis 126
1. Descriptive Statistical Analysis 126
2. Reliability and Validity Analysis 128
1) Questionnaire Reliability Test 128
2) Validity Test of Questionnaire 129
3) Confirmatory Factor Analysis 134
3. Research Model and Hypothesis Testing 141
1) Correlation Analysis 141
2) Independent Sample T-Test and One-Way ANOVA 142
3) Structural Equation Modeling Analysis 154
4) Summary of the Hypothesis Test Results 162
Ⅵ. Research Conclusions, Management Implications and Limitations 165
1. Research Conclusions 165
1) The Internal Influence Paths Among the Variables in the Model 165
2) The Influence of Different Tourist Characteristics 166
2. Management Implications 167
1) Focus on the Whole and Think Holistically 167
2) Visitor-Centered Approach 168
3) Segmenting the Tourist Market and Diversifying Tourism Forms 168
3. Research Limitations and Perspectives 169
1) Research Limitations 169
2) Research Prospects 170
Referencs 172
Questionnaire 195
국문요지 201
〈Table 1〉 Main Policy Documents on Rural Tourism 19
〈Table 2〉 Definitions of Rural Tourism in Representative Literature 33
〈Table 3〉 Summary of Tourism Destination Image Definition 49
〈Table 4〉 Concept of Service Quality 54
〈Table 5〉 Dimensions of Tourism Service Quality 56
〈Table 6〉 Review of Satisfaction Concepts 58
〈Table 7〉 Application of Theory of Planned Behavior in Tourism 73
〈Table 8〉 Dimensions of Tourist Behavioral Intention 80
〈Table 9〉 Relevant Studies on the Relationship between Service Quality and Satisfaction 85
〈Table 10〉 Studies related to past experience 88
〈Table 11〉 Related study of the Relationship Between Satisfaction and Intention 92
〈Table 12〉 Studies on Satisfaction and Intention in the Tourism Field 94
〈Table 13〉 Related Study of the Relationship Between Attitudes and Intention 95
〈Table 14〉 Studies of the Relationship Between Subjective Norms and Intention 97
〈Table 15〉 Research on the Relationship Between Scenic Spot Image and Intention 103
〈Table 16〉 Summary of Research Hypotheses 106
〈Table 17〉 Rural Tourism Destination Image Scale 118
〈Table 18〉 Service Quality Scale 119
〈Table 19〉 Past Experience Scale 120
〈Table 20〉 Satisfaction Scale 120
〈Table 21〉 Attitude Scale 120
〈Table 22〉 Subjective Normative Scale 121
〈Table 23〉 Perceived Behavior Control Scale 121
〈Table 24〉 Behavior Intention Scale 122
〈Table 25〉 Results of Descriptive Statistical Analysis 127
〈Table 26〉 Reliability Test Analysis 129
〈Table 27〉 Rotated Component Matrix (Service Quality) 131
〈Table 28〉 Rotated Component Matrix(Attitude) 132
〈Table 29〉 Rotated Component Matrix (Subjective norms) 133
〈Table 30〉 Rotated Component Matrix(Perceived behavioral control) 134
〈Table 31〉 Attitude Confirmatory Factor Analysis Model Fit Index 136
〈Table 32〉 Perceptual Behavior Control Confirmatory Factor Analysis Model Fit Index 137
〈Table 33〉 Model Fit Indices for Confirmatory Factor Analysis of Subjective Norms 139
〈Table 34〉 Model Fit Indices of Confirmatory Factor Analysis for Service Quality 141
〈Table 35〉 Correlation Analysis of Each Variable 142
〈Table 36〉 ANOVA of Tourists of Different Gender 144
〈Table 37〉 ANOVA analysis of Different Age Groups of Tourists 145
〈Table 38〉 Analysis Results of LSD Pairwise Comparison Method for Visitor Age 146
〈Table 39〉 Analysis of variance for tourists of different occupations 148
〈Table 40〉 Analysis of Variance of Tourists with Different Levels of Education 149
〈Table 41〉 LSD Post-Hoc Pairwise Comparison Analysis Results for Tourist Cultural Level 151
〈Table 42〉 Analysis of Variance for Tourists with Different Income Levels 151
〈Table 43〉 Results of Tamhane Two-By-Two Comparison Method Analysis of Monthly Income of Tourists 152
〈Table 44〉 Model Fit 158
〈Table 45〉 Model Path Analysis 160
〈Table 46〉 Results of hypothesis testing 162
〈Figure 1〉 Research Process 29
〈Figure 2〉 Three-dimensional Structure of Tourism Destination Image 51
〈Figure 3〉 Expectation Inconsistency Model 62
〈Figure 4〉 Theory of Planned Behavior 67
〈Figure 5〉 Decomposed Theory of Planned Behavior 70
〈Figure 6〉 Research model 109
〈Figure 7〉 Attitude Confirmatory Factor Analysis of Structural Equation Model 135
〈Figure 8〉 Confirmatory Factor Analysis of Perceptual Behavioral Control Structural Equation Model 137
〈Figure 9〉 Structural Equation Model of Confirmatory Factor Analysis for Subjective Norms 138
〈Figure 10〉 Structural Equation Model of Confirmatory Factor Analysis for Service Quality 140
〈Figure 11〉 Model Structure Diagram 156