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Development of rural accommodation selection criteria:
The case of South Korea

 

Seung-Woo Choo1 , Kwang-Ho Lee2* and Jeong-Yeol Park3

 

Received: 30/08/2016 Accepted: 04/01/2017

 

1Department of Hotel & Convention Management, Dong-Eui University, #995, Eomgwangno, Busangin-gu, Busan, 614-714 Republic of Korea; Phone: 82-51-890-2550; E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2Department of Management, Ball State University, 2000 W. University Avenue, Muncie, IN 47306, USA; Phone: 1-765-285-7610; E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
3Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd. Orlando, FL 32819, USA; Phone: 1-407-903-8027; Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author

 

Abstract

Compared to other analytic preference analyses, such as factor analysis, or logit models, the Analytical Hierarchy Process (AHP) method has shown significant success in assessing the relative importance of each attribute in rural accommodation selection. This study aims to implement the AHP model based on pairwise comparisons of selection criteria to develop a conjecture structure as well as associated weights of rural accommodation selection. We first constructed an AHP model with a three-level evaluation structure to test cases of rural accommodations in South Korea. The results indicate that the factors of price and cleanliness are the most salient for rural accommodation selection criteria. The results of this study can be implemented by destination management organisations as part of their platforms for optimizing the sustainability of rural accommodations.

 

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Keywords:  Rural accommodation, analytical hierarchy process (AHP), selection criteria, rural destination; DMO’s role


Citation: Choo, S., K. Lee, J. Park (2017) Development of rural accommodation selection criteria: The case of South Korea. European Journal of Tourism Research 17, pp. 246-260

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European Journal of Тourism Research