CONCLUSION
Since most existing research focuses on outlining rural tourism’s
status by country, or describing the characteristics of the operators and
users, research has failed to provide concrete implementation
methods. For GT to become successful, the market should be segmented,
then attributes must be provided at a level that satisfies these
potential tourists’ wants. Once the attributes and corresponding levels
are identified by segment, the extent of their influence on intention
to take a trip should be tested prior to implementation in effort to
prevent economic loss from failed ventures. By using both factor and
cluster analyses, this research segmented the market by constraints
which are representative of antecedent variables of leisure preference
and participation targeting potential green tourists in South Korea.
Then, the conjoint choice model was used to estimate to what extent
the selected salient attributes and their levels affect the intention to
take a trip.