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The perception of rurality has been important because the perceptions that urban people have of rurality were likely to influence both public and private policies directed to rural areas. The primary purpose of this study was to segment and profile the urban residents' perceptions of rurality so as to provide a better understanding of urban residents' rurality in Korea. The data were collected through nationwide telephone survey with 1,000 urban residents in seven large cities. Four distinct segments were identified based on the rurality; anti-rurality (19.9%), positive rurality (19.6%), passive rurality (36.1%), critical rurality (24.4%), and these were profiled with respect to socio-demographics.


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