Analysis of MZ Generation's Participation Motives in Rural Experience Tourism Programs through Goal Framing Theory

This study analyzes the motivations and experiences of the MZ generation participating in the rural tourism program 'Cheongchon Taste Travel,' drawing upon goal framing theory. The objective is to explore the educational value inherent in rural tourism and propose future directions for development. To this end, the researcher directly participated in the program for two nights and three days, employing various data collection methods to gain an in-depth understanding of the MZ generation's rural tourism participation patterns and assess the program's effectiveness from multiple perspectives. Analysis revealed that 'Cheongchon Taste Travel' participants’ motivations stemmed from a complex interplay of hedonic, gain, and normative frames, with notable differences in primary motivations across age groups. The program, designed as a comprehensive experiential activity with inherent educational value beyond mere tourism, fostered positive shifts in participants' environmental dietary behaviors. These findings indicate that rural tourism programs like 'Cheongchon Taste Travel' offer participants an opportunity to reimagine rural areas as spaces for healing and rejuvenation while promoting educational value and environmental awareness. The insights into rural tourism participation motivations gleaned through Goal Framing Theory are expected to serve as valuable reference material for developing and implementing similar programs in various regions in the future.