A Study on the Effect of Service Quality on Tourist in the Rural Tourism Villages: Focus on the Southern Areas in Korea

In an effort to stimulate the economy of the surrounding area, the Food and Rural Affairs department has been implementing the rural tourism villages concept. The purpose of the study is to highlight the relevance of rural tourism in rural areas and to promote rural tourism. This study aims to empirically investigate whether the service quality criteria provided by rural tourism in rural tourism villages affect the satisfaction level and behavioral intentions of rural tourists based on their perceptions of value. Participants in the study were tourists who had been to rural tourism villages in the southern region of Korea. The outcomes of the study reveal that the service quality, perceived value, satisfaction, and behavioral intention of rural tourism villages all had a significant impact. Furthermore, perceived value significantly influenced both satisfaction and behavioral intention. It is the purpose of this research to propose suggestions for the future development of rural tourism villages, which is one of the practical consequences of this research.