Structural Relationships between Attributes, Satisfaction, and Behavioral Intention of Rural Tourism Activity

Abstract The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral in-tention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 35 rural tourism farms.A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were usedfor frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: ‘human resource’, ‘activity’, ‘ruralculture’, and ‘facility and environment’. The results of structural equation modelling indicate that ‘human resource’,‘activity’, ‘rural culture’ had positive effect on behavioral intention. Through the results, agritourism farm operators willbe able to develop effective marketing strategy and management skill. Key words:rural tourism activity, attribute, satisfaction, behavioral intention