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Abstract

Recently rural tourism has been drawing a growing interest as an alterative to solve the difficulties of korea's agricultural economy. The purpose of this study is to identify the effects of entrepreneurship on the performance of rural tourism. Based on previous studies, this paper derives a conceptual framework for causal relationship research. This study implemented regression analysis, and created a logistic regression model using the data collected from rural farms. The results of the empirical test tell us that at least at the present stage of development of rural tourism, entrepreneurship is a more important factor affecting the outcomes of rural tourism than any other factors, such as the operational competence of business. This paper suggests policy orientations which place high scores on customer-oriented components such as entrepreneurship, and marketing strategy rather than supplier-oriented components such as rural amenity, and support systems.

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