Analysis of Factors Influencing Business Performance of Rural Tourism Business Operators : Focusing on the Comparison between Village and Farm Units

This study examined the factors affecting the management performance of rural tourism operators by comparing village and farm units. For this study, 1,011 questionnaires were collected through a field survey of rural tourism operators. Linear multiple regression analysis was conducted to identify the factors affecting the performance of rural tourism businesses. The factors affecting the financial performance of rural tourism businesses were annual rural tourism income, management strategy (cost reduction), age, main purpose (profit securing), possession of sales facilities, and number of employees (permanent, temporary, and daily). The factors affecting the non-financial performance of rural tourism businesses were the number of days of operation, business experience (years), number of rooms, and number of employees (temporary, daily). These results provide basic data for the efficient operation of rural tourism businesses depending on the type of rural tourism business.