농촌지역 거주 경험이 농촌관광 만족도 및 추천의향에 미치는 영향

초록

This study aims to examine the role of individuals’ background experiences in shaping rural tourism behavior by analyzing the impact of rural residence experience on rural tourism satisfaction and recommendation intention. For this purpose, the study utilized the 2022 Rural Tourism Survey, focusing on 1,921 respondents with rural tourism experience, and estimated the average treatment effect on the treated(ATT) using the Propensity Score Matching(PSM) method, where rural residence experience was defined as the treatment. Propensity scores were first estimated through a logit model, and a nearest neighbor–caliper hybrid matching procedure was then applied. Empirical findings indicate that rural residence experience has a significant positive effect on rural tourism satisfaction and recommendation intention, increasing each by 0.069 and 0.060 points, respectively, on a five-point scale. These findings suggest that rural residence experience serves as an important psychological and cultural foundation influencing evaluations and behavioral intentions related to rural tourism.

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