관광분야 커뮤니티 비즈니스의 연구 내용에 관한 고찰 : 언어네트워크 분석을 통한 탐색적 접근

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.

Rural tourism has become an alternative concept trend in rural economic development in Indonesia in the last decade. Tourism in rural areas is a business sector expected to improve the economy of rural communities, one of which is in the Sidoharjo Tourism Village located in Kulon Regency, Yogyakarta Special Region Province. According to data from the Tourism Village Network of the Ministry of Tourism and Creative Economy, Sidoharjo Tourism Village is a tourism village with a developing category because of its diverse attractions. However, initial observations show that Sidoharjo as a tourism village product has not fully fulfilled the elements of developing a tourism village ecosystem with a developing category listed in the 2021 Tourism Village Guidelines. Therefore, the revitalization of the Sidoharjo Tourism Village is significant. For that, we need to analyze the readiness of the tourism village ecosystem to support revitalization with the Community Readiness Model approach. Data collection techniques using semi-structured interviews, observation, and literature study. The study's results revealed that the people of Sidoharjo were in the pre-planning stage. This result shows that the residents of Sidoharjo are not ready to support the revitalization of the Sidoharjo Tourism Village into an advanced tourist village. The analysis results also reveal that the tourism village category developed by the government version does not match the facts at the research location. Sidoharjo Tourism Village has returned to being a tourism village in the pioneer category due to the stagnation in the development of tourism products.

1. Introduction Multifunctionality of agriculture is already noticed in the past and the scale of its occurrence is characterized by the utilization of labour resources and physical capital on farms and the scale of non-agricultural employment. In the Polish scientific literature there is a discussion of the multifunctionality of the country and the rural areas (multifunctionality of rural areas), which consists of rural economic diversification and thus increasing employment opportunities in non-agricultural activities in rural areas (Wilkin, 2008). According to the definition of pure public goods which are delivered to all citizens in the area without being able to exclude anyone from consumption and the marginal cost of supplying those goods is zero. In terms of tourist visiting the region of agro-tourism services can be a public good or club, depending on whether it is possible to exclude anyone from consumption. They can also be good in a club or private, depending on whether these goods are competitive. From the perspective of the inhabitants of the region carry out the tasks of a municipality within the rural tourism can be regarded as providing a pure public good. The premise of the present paper is the multifunctional development of the current issues of agriculture which is to include reinforcing elements increasing rural tourism values by enriching the attractiveness of the landscape and tourism development. Noticeable is the lack of definition in the literature that treated rural tourism as a public good provided by local or central government. Under the law the task of municipalities is to conduct and financing of tourism policy. Selection of paper topic and related issues has been conditioned by the need to supplement, to systematize and update knowledge of the relevant aspects and conditions for development of multifunctional agriculture (especially tourism), taking into an account the characteristics of natural, social and economic environment for local and regional levels. Against the background of the study there will be attempt to answer the following questions: * Whether the provision of public goods by agro tourism affects its profitability? * Whether agro-tourism services have an impact on the profitability of farms or if only by a purely market-based revenues, or through transfers from public funds? The development of tourism in rural areas is possible. More than half of rural communities meet the criteria for recreational space and has favourable conditions for development of tourism. However, it is noted that there are significant barriers concerning human capital. They influence the decision to be taken in shaping changes in rural areas and do not allow full use of the existing possibilities. 2. Material and research methods The research on the evaluation of agro tourism as a public good was carried out in the Western Pomerania communities. The questionnaire method was used to collect data. The source materials on the opinion of owners of agro tourism farms were the result of research carried out in 2011. The research involved 40 farm owners. In order to identify following questions: (a) whether the provision of public goods by agro tourism affects its profitability? (b) whether agro tourism services have an impact on the profitability of farms or if only by a purely market-based revenues, or through transfers from public funds? The [chi square] test of independence, which allows to determine the statistical significance of the relationship between both measurable and non-measurable variables, was used. The test involves comparing the number of responses received in a number of researches that can be expected under the assumption that there are no relationships between the analysed variables. The values of [chi square] and degrees of freedom (df) are working and are generally not assessed. The interpretation covers primarily the level of probability (p), on the basis of which the existence or lack of dependence are predicated. …

The rapid development of tourism affects the quality of tourist attractions in several tourist destinations, including villages that are transforming into tourist villages. With the increasing increase of tourism operations in rural areas, the quality of life in tourist villages needs to be assessed to not exceed its carrying capacity. Only when the issue becomes worse have attempts been made to address excessive tourism thus far. Slums arise in rural locations, particularly in tourist communities, as a result of one of the quality reductions. By comparing the slum criteria with input from resource people in tourist villages regarding factors reducing carrying capacity in tourist villages, this study examines factors that may be threshold aspects for developing a village so that it does not become a village that exceeds its carrying capacity. There were three phases to this study's first review. The initial stage is a review of the literature to identify the causes of the decline in tourist communities. Secondly, an Analytic Hierarchy Process (AHP) technique survey of influential people in rural tourism was conducted to gather information for threshold-determining criteria. The last step involves comparing the rural slum parameters with the AHP results. Using the characteristics of rural slums, the comparison aims to generate an assessment of the threshold instrument for the development of tourism activities in rural regions. According to preliminary research, the slum criterion is an indicator that, when modified, could enhance the threshold instrument for building tourist villages.

The research is centred on rural tourism and its socio-economic effects on the local community of Hlabisa located adjacent to the Hluhluwe-iMfolozi Park, investigating and disclosing the socio-economic conditions, tourism activities, rural tourism models/ strategies, community participation and challenges faced by the local community and businesses in the area. The socio-economic conditions include employment, income, education, quality of life and other relevant infrastructure contributed by rural tourism to the local economy of Hlabisa. According to Ivanovic et al. (2009) rural tourism can develop rural economies by providing new economic activities and employment. The research was guided by five research objectives: (1) To determine the socio economic well-being of the local community of Hlabisa, i.e. employment, income, skills development, entrepreneurial opportunities; (2) To determine level of tourism development and the nature of tourism activities taking place in the Hlabisa area; (3)To determine the level of community participation and representation on tourism activities taking in Hlabisa; (4) To ascertain rural tourism strategies / rural tourism models in place to empower the local community of Hlabisa socially and economically? (5) To ascertain the challenges / obstructions faced by the rural community and tourism entrepreneurs of Hlabisa? The research problem of the study seeks to investigate the extent to which the wellbeing of the local communities of Hlabisa is being empowered or changed for the better socially and economically through the game park and tourism development inter alia. The Rural Tourism Strategy (2012) states that between 10-15 million South Africans live in areas that are characterised by extreme poverty and underdevelopment. “There is limited integration of local communities and previously neglected groups into tourism, inadequate tourism education, training and awareness and lastly lack of infrastructure, particularly in rural areas” (Rural Tourism Strategy 2012). Moreover, what triggers the researcher’s curiosity is that while seeing and knowing that there is quite a number of tourism activities taking place in the study area but the extent to which those activities affect the livelihood of the surrounding rural communities economically and socially is unknown. The concept and literature were matched or tested in line with the identified themes which were as follows:  Socio-economic conditions;  Rural tourism models (strategies);  Community participation and representation in tourism;  Tourism activities; and  Challenges / obstructions faced by the local community and businesses in the area. The study was anchored around the Integrated Rural Tourism (IRT) development model “with emphasis on co-planning, learning and participation which originates from the Global North” (Saarinen and Lanao 2014). This model was relevant to this study because “it discusses key challenges of rural tourism development especially related to the integration of the tourism industry and rural communities in developing countries and overviews the applicability and conditions of the IRT framework as a potential approach for rural tourism development in the developing world” (Saxena et al. 2007). The study employed a qualitative research approach, with the following tools or instruments used to collect data i.e. questionnaires, unstructured interviews with open ended questions and focus groups. The questionnaires were analysed using the Atlas.ti 8 Data Analysis Software in order to enhance reliability by applying the rules built into the programme. The information analysed included employment, income, education, quality of life and other relevant infrastructure contributed by rural tourism to the local economy of Hlabisa. The software provided tools that helped with transcription analysis, coding and text interpretation, recursive abstraction, content analysis and discourse analysis. The outcomes from the interviews indicate that the majority of the local community respondents are happy with the economic opportunities presented by tourism development in the area. The majority of respondents indicated the community participates in tourism planning and development activities in the area. There are structures in place such as Co-management boards in the Hluhluwe-iMfolozi Park and, Local Community Committees and Community Trust that represent communities in decision making processes in relation to tourism. However, the key challenges that emerged from the findings were that the majority of the locals employed in tourism occupied low paying positions, with grade 08-12 and no tourism qualifications. This means locals do not have the necessary qualifications and skills to qualify to be employed in Senior Management positions in the tourism establishments in the area. The lack of a tourism qualification, training and skills would prohibit locals to progress up the ranks to become managers who earn higher salaries and be in a position to make key decisions about tourism in the area. On the other hand, the small family run tourism business cited access to capital and incentives, markets access, road access, lack of training programmes, unreliable electricity and water supply among the main challenges they face in the area of Hlabisa which affects their growth and revenue. Recommendations arising from the study include but are not limited to the following: The local and district municipality, provincial and national government tourism institutions should consider providing bursaries to the youth and scaling leanership programmes in Hlabisa in order to have greater reach and impact in advancing the careers of the local people in the local tourism industry. The Hluhluwe-iMfolozi Park should put in place a sound educational programme to improve the education of the local people of Hlabisa so that they can advance to high ranking positions in order to earn high income. The small businesses in the area of Hlabisa should enter into joint marketing agreements with one another, travel trade, destination marketing organisations in order to increase tourist volume and revenue but also to meet tourist demand in the interim. In addition, the local, provincial and national tourism institutions should put in place sound tourism dedicated incentives and capital to assist small tourism business businesses to grow and expand their businesses to enable these small tourism businesses to employ more local people and pay them high income

ABSTRACTThis study aims to compare the motivations of Generations X, Y, and Z for participating in rural tourism and ethnic recreational tourism. Tourism is based on various motivations shaped by cultural and social dynamics, with rural areas and ethnic experiences playing a significant role in tourism preferences. Using quantitative research methodology, 390 surveys were administered to tourists from different age groups. The findings indicate that gender has no significant effect on motivations in either type of tourism. However, education level and income status variables led to significant differences in both rural and ethnic-recreational tourism motivations. Notably, lower income and certain education groups demonstrated lower tourism motivations. Regarding generational variables, rural tourism participation motivation was highest among Generation Z and lowest among Generation X; whereas in ethnic-recreational tourism, Generation Z's motivation was significantly lower compared to Generation X. Analysis of motivation statements revealed that rural tourism motivations were generally high, with nature-based and psychological relaxation elements being particularly prominent. In ethnic-recreational tourism, participation in cultural activities and package tour preferences were predominant. The study's findings support the determinant role of demographic factors on tourism motivations, demonstrating that motivation structures vary across different types of tourism.Keywords: Rural Tourism, Ethnic Tourism, Recreation, Motivation.

This study aims to examine the success factors and build the framework of rural tourism entrepreneurship for a sustainable tourism village. This is an important research topic, as 44.28% population in the world live in rural areas; specifically 44.02% population in Indonesia resides in a rural area which indicates how important rural areas are for future development. This study used a purposive sampling technique to determine the priority issues of the sustainability of the tourism village. The data was gathered from semi-structured interviews with actors’ influential in the success of tourism villages. This study was conducted with a qualitative approach and a case study design. This study uses content analysis in describing the findings from the collected data to better understand the case study. It focuses on a case of six tourism villages in Indonesia that have received awards as sustainable tourism villages, as it might be adopted by the other tourism villages. The results revealed ten factors for creating successful sustainable tourism village through rural tourism entrepreneurship. Those factors are income management, business unit development, economic growth, mutual cooperation, collaboration, innovation, creativity, environmental awareness, resource management, and visitor management. These 10 factors are further grouped into three dimensions (economic, social, and environmental sustainability). The study makes new framework of rural tourism entrepreneurship and useful for the strategy and decision-making process.

Gender equality represents a fundamental pillar of the United Nations Sustainable Development Goals (SDG 5), yet its implementation in rural tourism contexts remains inadequately examined, particularly in culturally distinct regions such as Bali, Indonesia. This study investigates the dynamics of gender equality within Balinese rural tourism development, examining how traditional cultural frameworks intersect with modern tourism practices to shape gender roles, perceptions, and relationships. Drawing upon SDG 5 indicators and gender equality dimensions encompassing economic participation, decision-making authority, and socio-cultural positioning, this research employs an ethnographic methodology incorporating participant observation and semi-structured interviews with female and male tourism operators, community leaders, and local residents in rural tourism villages in Bali. Findings reveal complex negotiations between Bali's traditional Hindu-based gender complementarity system (purusa-predana) and emerging egalitarian tourism practices. While rural tourism enhances female economic empowerment and creates new income-generating opportunities, persistent structural barriers rooted in customary obligations (adat) and religious responsibilities constrain women's full participation in tourism governance and entrepreneurship. Male participants acknowledge shifting household dynamics yet express concerns regarding changing traditional authority structures. The study identifies generational differences in gender perception, with younger cohorts exhibiting more progressive attitudes toward gender equality. These findings contribute to contextualized understanding of gender-tourism interactions in culturally distinctive environments and offer practical implications for gender-responsive rural tourism policy formulation aligned with SDG targets.

The article deals with human resources in the field of agricultural (rural) tourism of the Russian Federation as a whole and in Volgograd region in particular, as one of the most important development factors of this direction of import substitution in the economy of rural areas and the national tourism and hospitality industry. The most pressing problems of personnel potential training process of the Russian agritourism business is identified , namely, its lack of practical orientation, shortage of qualified teachers and practitioners, deficit of regional enterprises that are engaged exclusively in agritourism business and the need therefore for highly qualified personnel. Based on the analysis of the situation in the market of tourist services, the authors reveal the need for an objective study of foreign experience in the rural tourism development, as well as the use of positive results in the process of qualified personnel training in the Russian regions. The article highlights the key role of standards and requirements of the Federal Law "On Education in the Russian Federation" in the formation of educational programs of higher and second- ary vocational education. It creates together with the GOST R 56641 "Service small funds placement. Rural guest houses. General requirements " adopted in 2015, the conditions for the development of professional standards and qualification requirements for personnel of agritourism objects. The authors prove the necessity of staffing in rural tourism is in agricultural universities, both in programs of higher and additional vocational training. The article presents results of consistent work of Volgograd State Agricultural University to creation of the conditions for the start-up of agricultural (rural) tourism in the region related to the conduction of educational, scientific and practical events. The authors define forward-looking plan for the development of innovative directions in the educational activities of the university, oriented to training of qualified personnel for agritourism.

Purpose- The project of valuable rural texture was proposed with the aim of rehabilitating the tourist villages with valuable physical features. Since the project aimed at developing tourism in tourist villages and preserving the local and cultural features of these areas, conducting a research to study the dimensions and effects of rehabilitation of valuable rural texture on rural tourism was of great importance. Therefore, the present study aimed to study the rehabilitation of valuable rural texture and its effect on tourism in the village of Hajij, Kermanshah, Iran. Design/methodology/approach- The two groups of population involved in rehabilitation of the rural residential texture were the local people and the tourists. The tools used in this study to collect data were applied, quantitative, and survey methods. The statistical population consisted of 300 tourists and 95 local people. Findings- The results showed that the rehabilitation of rural valuable texture had positive effects on development of rural tourism. The four variables of attraction of tourists, providing local services to tourists, affecting the performance of governmental and non-governmental organizations and institutions, and the advertising role of rehabilitation of dilapidated texture have been influenced by valuable textures. Local people and tourists were satisfied with the rehabilitation project and reported its great effect on the village. Practical implications- This study showed that the rehabilitation project of rural valuable texture caused harmony and agreement between the village's new texture and body and its traditional and local texture. Furthermore, rehabilitation of valuable texture gravitated the tourists' attention to the village and increased local employment. Nonetheless, there were challenges to the rehabilitation project of valuable rural texture. One of the most important challenge was the adverse effect of rural tourism on the village's environment, causing pollution and destruction of natural environment.

The development of Aan Village into a tourist village has begun in 2021 where all communities are involved. The advantages possessed by this village are tourist attractions such as Aan Secret Waterfall, Sukanta Wahyu, Bukit Kembar and Petapan Park. The objectives of this study are 1) Know the development of tourism based on the 4A concept that has been done, and 2) Know the application of the concept of sustainable tourism in Aan Tourism Village. The research method used is a qualitative descriptive approach with data collection techniques such as observation, interviews and literature studies. The results of this study found that at this time the development of tourism based on the 4A concept, especially in terms of tourist attraction, is being intensified including natural, cultural and artificial attractions. In addition, improving road access and tourism facilities is being pursued by tourism village managers and village governments. The application of sustainable tourism principles can be applied well considering that this tourism village is still included in the pilot category. Not only from the environmental side but also from the economic and cultural side of the local community. The community is involved in the planning, management, and supervision stages which can provide a sense of ownership and maintain their tourist attractions. It is hoped that with the involvement of all tourism stakeholders, sustainable tourism development can be applied in Aan Tourism Village.Keywords: Tourism Development, Sustainable Tourism, Tourism Village, Aan Village

Strategic Compilation of Rural Tourism Development Using SWOT- ANP Integrated Model (Case Study: Savar Village in Bonab County)

Risk in rural tourism and agritourism

Many rural areas in Yogyakarta have been transformed as tourism village. Some of them developed very well, while others did not reach. This study aims to assess the way of rural tourism transformation, focusing in the community value as the important aspect to sustain its traditional milieu. Two rural areas within Daerah Istimewa Yogyakarta were taken as case studies to further refine the result. The villages of Brayut and Pentingsari represent two successful rural case experiences with different potential tourist attractions. Qualitative empirical research approach was applied to explore the transformation process using the in-depth interview and observation. The study found the contradiction in the Javanese value such as avoiding conflict that had a good impact on the decision-making process to be the rural tourism, but it could be an obstacle to preserve their culture identity if there is indifference toward the sustainability of their assets. The implications of these findings are enriching theoretical understanding in the way to solve the contradiction within community values.

Since the tourist arrive at location as rural market palce, they will get soon their gaze, as they watch some products. These products include location, price, service, facilities, images, in the dynamic of developement of the local people.The local people is considered to be supplier of the product, as seen in the tourisme point of view. The basic point of view of the tourist is the romantisme and nostalgia is experienced at location and it’s relation with the tourist capacity and capability to understand some associations of the products, as products are categorized and branded, under neath they are the controled as well as the tourist understand the meaning of the symbols localy, in the form of cultural goods. This case raise up some tourismes consideration which this will be studied in the field of comparative rural tourisme, heritage tourisme. The tourists have their own criteria in understanding people ‘s way of life, developement, condition, in their locality and in the other hands is the people, the way they understand the tourists’s need and wants. The relation beetwen local people and tourists attitude is in this contact, communicates the on going matter of tourisme. The attitude of the local people in the tourist village in Candran, they are the creator of their heritage. The heritage has the role for them, because of it’s value, in several degree, is coorelatively connected with local history, culture, and nature. This is important to understand the local heritage tourisme. Diversity of the dynamic rtelation between the village and the city in the tourisme context is significant and it’s difference is understood. The village, it’s self, in the tourisme context, stengthens the destination of Jogjakarta by producing the tourist village in the setting of rural tourisme, heritage tourisme. Tourist needs and wants of the rural as product (tangible-intangible) to consume , the local people make some supplies as attraction, acces includes catergorical and brand, where the product : tourist village is typical and specific, valueable, increases the power of attraction , because of it’s content, where people respons to challenge in their locality at location. The location (historicval, cultural, natural aspect) can increase tourist’s motivation, inisiate the pulled factor, and forme the heritage tourisme, rural tourisme. The role of the people, in their every day life, is as induvidual or collective local actor, they do, they create heritage for them, they expresse visually, in their attitude toward tourist (performence), as well as their attitude is focused at the rural museum. The people acts as cultural model, otentic, fixing up the proses of consumption (economics). The product to consume is attached with it’s association and it’s symbolic meaning (cultural). The Museum Tani Jawa Indonesia in Candran increase the selling value of it’s locality and try to fit with the standard expectation toward the global standar as this is the matter of the field in the comparative rural, heritage tourisme. Kata Kunci : Museum Tani Jawa Indonesia, Local Actor, Heritage, Rural Tourism, Performance