An Examination of the Relationship between Rural Tourists' Satisfaction, Revisitation and Information Preferences: A Korean Case Study

To encourage the sustainability of rural tourism and to achieve success in the tourist industry, an understanding of the factors by which tourists are motivated to visit rural areas is required. This study aims to measure factors affecting rural tourists' satisfaction in relation to different aspects of a destination and to increase the likelihood of revisitation and recommendation. This study also attempts to examine differences in relation to satisfaction depending on the information source preference. Overall satisfaction was influenced by physical infrastructure, service quality and satisfaction level with tour programs. However, the quality of services was more related to tourists' intentions to revisit and recommend, suggesting that its qualitative improvement can contribute to vitalizing stagnant domestic tourism. The findings revealed that tourists' satisfaction was high when people mainly gained tourist information through formal government sources, word-of-mouth and Internet advertising, suggesting that the positive correlation between tourists' satisfaction and information sources reflects the reliability and credibility of those sources.