A Study on the Relationship between Rural Tourism Experience, Quality of Service, Brand Assets, and Loyalty

The purpose of this study was to identify the relationship between rural tourism experience, service quality, brand assets, and loyalty, and to improve the service quality and brand assets of tourist destinations to suggest ways to increase tourist loyalty. This study drew the following conclusions by conducting frequency analysis, reliability analysis, validity analysis, and regression analysis on the demographic characteristics of tourists who responded using SPSS 20.0. First, all the effects of rural tourism experience brand assets on cognitive performance were analyzed to have a significant positive (+) effect, and the effect on quality was analyzed to have a significant positive (+) effect on significance, and creativity was found to have no effect. Second, both the effect of service quality on brand assets and third, the effect of brand assets on loyalty were analyzed to have a significant positive (+) effect. Fourth, the effect of rural tourism experience on loyalty was analyzed to have a significant positive (+) effect on loyalty, and significance was found to have no effect. Fifth, all the effects of service quality on loyalty were analyzed to have a significant positive (+) effect on loyalty. According to the above conclusion, the development of experience programs preferred by tourists, improvement of service quality, and improvement of brand assets were made.