2012년 도시민 농촌관광 수요조사 결과

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(1)D340 | 2012. 11.. 2012년 도시민 농촌관광 수요조사 결과. 김 용 렬 류 경 선 박 시 현. 연 구 위 원 연. 구. 원. 선임연구위원.

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(3) i. 머 리 말. 이 조사는 도시민들을 대상으로 한 농촌관광에 대한 인식에 관한 것이다. 조 사를 통해 국민들이 생각하는 농촌관광에 대한 의견을 듣고자 했다. 국내여행 총량에서 경험횟수는 감소하는데 반해, 농촌관광에서의 경험횟수는 증가하는 것으로 나타나 국내여행자들이 농촌을 점점 더 자주 찾고 있음을 시사하고 있 다. 농촌관광 추진년수가 증가함에 따라 농촌관광을 경험한 정도는 2003년 8.1%에 불과하던 것이 2012년에는 24.0%로 크게 증가하였다. 농촌관광 시장의 경제적 규모는 약간 확대되었다. 농촌관광 시장의 경제적 규모가 2011년 2,884억 원 가량 하던 것이 2012년 2,953억 원 수준으로 약간 상승하였다. 농업체험의 경우, 농촌관광을 체험해 보지 못한 사람들에게 있어 서는 해보고 싶은 프로그램으로 인식되고 있다. 하지만 농촌을 많이 방문한 사 람들에게는 수요도가 높지 않았다. 농촌관광을 많이 체험하는 사람들일수록 자 녀교육 목적으로 농촌을 찾는 경우가 더 많았다. 숙박일수는 늘어나는 추세이다. 숙박시설은 농가민박, 펜션, 휴양림을 가장 많이 이용하고 있어 농촌다움을 간직하면서도 도시민들이 불편함을 느끼지 않 는 숙박시설을 갖추는 것이 중요하다는 것을 시사한다. 농촌관광에 대해서 전 반적인 만족도는 예년에 비해 떨어졌고, 부문별 만족도가 높지 않아 이에 대한 서비스 개선이 시급하다는 점이다. 이 조사를 통해서 농촌관광에 대한 국민인식이 어떠한지를 이해하게 되고, 이를 바탕으로 농촌관광 정책 수립에 도움이 되었으면 한다.. 2012. 11. 한국농촌경제연구원장 이 동 필.

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(5) iii. 차. 례. 제1장 농촌관광 시장과 행태변화 분석 1. 농촌관광 총량과 시장 변화 ········································································ 1 1.1. 이동총량 변화 ··················································································· 2 1.2. 경험횟수 변화 ··················································································· 3 1.3. 농촌관광 1인당 지출과 시장규모 변화 ·········································· 4 2. 농촌관광 형태 변화 ····················································································· 6 2.1. 농촌관광 경험 정도와 의향 ····························································· 6 2.2. 농촌관광 동기 ··················································································· 7 2.3. 농촌관광 일정과 숙박시설 이용 ····················································· 8 2.4. 농촌관광 지출 구조 ········································································ 11 2.5. 농촌관광 만족도 ·············································································· 12 제2장 도시민 농촌관광 수요조사 결과 세부내용 1. 조사 개요 ···································································································· 14 1.1. 조사 설계 ························································································· 14 1.2. 조사 내용 ························································································· 15 1.3. 응답자 일반적 특성 ········································································ 17 2. 조사 결과 ···································································································· 19 2.1. 농촌관광 인지도 및 경험 ······························································ 19 2.2. 농촌관광 방문 행태 ········································································ 23 2.3. 농촌관광 만족도 ·············································································· 51 2.4. 농촌관광 의향 ··············································································· 72 2.5. 농촌관광 속성별 중요도 ······························································ 101.

(6) iv 부록1: 2012년도 도시민 농촌관광 수요 조사표 ··········································· 117 참고 문헌 ··········································································································· 127.

(7) v. 표 차 례. 제1장 표 1-1. 농촌관광 이동총량 변화 ··································································· 2 표 1-2. 농촌관광 경험횟수 변화 ··································································· 3 표 1-3. 농촌관광 지출규모 변화 ································································· 5 표 1-4. 농촌관광 동기 ···················································································· 8 표 1-5. 농촌관광 일정 ···················································································· 9 표 1-6. 숙박시설 이용 형태 ········································································· 10 표 1-7. 농촌관광 지출 구조 ········································································· 12 표 1-8. 농촌관광에 대한 만족도 ································································· 13 제2장 표 2-1. 도시민 농촌관광 수요조사 내용 ···················································· 16 표 2-2. 조사 응답자 일반적 특성 ······························································· 17 표 2-3. 특성별 농촌관광 인지도 ································································· 20 표 2-4. 특성별 농촌관광 경험 정도 ··························································· 22 표 2-5. 특성별 방문 동기 - 1순위 기준 ···················································· 24 표 2-6. 특성별 방문 동기 중요도 ······························································· 27 표 2-7. 특성별 방문 동기 중요도 ······························································· 28 표 2-8. 특성별 농촌관광 유형별 경험률 ···················································· 31 표 2-9. 농촌관광 세부지역 ·········································································· 33 표 2-10. 특성별 농촌관광 계절 ··································································· 37 표 2-11. 특성별 농촌관광 동행인 ······························································· 39 표 2-12. 특성별 농촌관광 교통수단 ··························································· 41 표 2-13. 특성별 이용 숙박시설 ··································································· 44.

(8) vi 표 2-14. 특성별 지출 인원 ·········································································· 46 표 2-15. 특성별 평균 지출비용 내역 ························································· 48 표 2-16. 특성별 농촌관광 정보 취득처 ······················································ 50 표 2-17. 특성별 농촌관광 인프라 만족도 ·················································· 52 표 2-18. 특성별 접근성 만족도 ··································································· 55 표 2-19. 특성별 프로그램 콘텐츠 만족도 ·················································· 58 표 2-20. 특성별 안내/정보 만족도 ······························································ 61 표 2-21. 특성별 마을자원/매력 만족도 ······················································ 64 표 2-22. 특성별 전반적 만족도 ··································································· 66 표 2-23. 특성별 재방문 및 타인 추천 의향, 타 여행 대비 평가 ··········· 70 표 2-24. 특성별 향후 농촌관광 의향 ························································· 72 표 2-25. 특성별 농촌관광 시 하고 싶은 것 ·············································· 75 표 2-26. 특성별 농촌관광 시 각 체험별 하고 싶은 정도(1) ··················· 78 표 2-27. 특성별 농촌관광 시 각 체험별 하고 싶은 정도(2) ··················· 80 표 2-28. 특성별 농촌관광 시 각 체험별 하고 싶은 정도(3) ··················· 82 표 2-29. 원하는 농촌관광 세부지역(1) ······················································· 85 표 2-30. 원하는 농촌관광 세부지역(2) ······················································· 86 표 2-31. 원하는 농촌관광 세부지역(3) ······················································· 87 표 2-32. 특성별 원하는 농촌관광 계절 ······················································ 89 표 2-33. 특성별 원하는 농촌관광 동행인 ·················································· 91 표 2-34. 특성별 원하는 농촌관광 교통수단 ·············································· 93 표 2-35. 특성별 원하는 농촌관광 일정 ······················································ 95 표 2-36. 특성별 원하는 농촌관광 숙박시설 ·············································· 97 표 2-37. 특성별 예상 여행 비용 ································································· 99 표 2-38. 특성별 농촌관광 인프라 중요도 ················································ 102 표 2-39. 특성별 접근성 중요도 ································································· 105 표 2-40. 특성별 프로그램 콘텐츠 중요도 ················································ 108 표 2-41. 특성별 안내/정보 중요도 ···························································· 111.

(9) vii 표 2-42. 특성별 마을자원/매력 중요도 ···················································· 114 표 2-43. 특성별 타 여행 대비 평가 ························································· 116.

(10) viii. 그 림 차 례. 제1장 그림 1-1. 농촌관광 의향 및 경험 정도 ························································ 6 제2장 그림 2-1. 농촌관광 인지도 ·········································································· 19 그림 2-2. 농촌관광 경험 정도 ····································································· 21 그림 2-3. 방문 동기 ······················································································ 24 그림 2-4. 방문 동기 중요도 ········································································· 26 그림 2-5. 농촌관광 유형별 빈도 ································································· 30 그림 2-6. 농촌관광 지역 ·············································································· 32 그림 2-7. 농촌관광 계절 ·············································································· 36 그림 2-8. 농촌관광 동행인 ·········································································· 38 그림 2-9. 농촌관광 교통수단 ······································································· 40 그림 2-10. 목적지까지 소요시간 ································································· 42 그림 2-11. 일정 ····························································································· 42 그림 2-12. 이용 숙박시설 ············································································ 43 그림 2-13. 지출 인원 ···················································································· 45 그림 2-14. 지출 비용 ···················································································· 47 그림 2-15. 세부 내역 비중 ·········································································· 47 그림 2-16. 농촌관광 정보 취득처 ······························································· 49 그림 2-17. 농촌관광 인프라 만족도 ··························································· 51 그림 2-18. 접근성 만족도 ············································································ 54 그림 2-19. 프로그램 콘텐츠 만족도 ··························································· 57 그림 2-20. 안내/정보 만족도 ······································································· 60.

(11) ix 그림 2-21. 마을자원/매력 만족도 ································································ 63 그림 2-22. 전반적 만족도 ············································································ 65 그림 2-23. 만족 및 불만족 사항 ································································· 68 그림 2-24. 재방문 의향 ················································································ 69 그림 2-25. 타인 추천 의향 ·········································································· 69 그림 2-26. 타 여행 대비 평가 ····································································· 70 그림 2-27. 향후 농촌관광 의향 ··································································· 72 그림 2-28. 농촌관광 시 하고 싶은 것 ······················································· 74 그림 2-29. 농촌관광 시 각 체험별 하고 싶은 정도 ································· 77 그림 2-30. 원하는 농촌관광 지역 ······························································· 84 그림 2-31. 원하는 농촌관광 계절 ······························································· 89 그림 2-32. 원하는 농촌관광 동행인 ··························································· 90 그림 2-33. 원하는 농촌관광 교통수단 ························································ 92 그림 2-34. 원하는 농촌관광 일정 ······························································· 94 그림 2-35. 원하는 농촌관광 숙박시설 ························································ 96 그림 2-36. 예상 여행 비용 ·········································································· 99 그림 2-37. 농촌관광 인프라 중요도 ························································· 101 그림 2-38. 접근성 중요도 ·········································································· 104 그림 2-39. 프로그램 콘텐츠 중요도 ························································· 107 그림 2-40. 안내/정보 중요도 ····································································· 110 그림 2-41. 마을자원/매력 중요도 ······························································ 113 그림 2-42. 타 여행 대비 평가 ··································································· 115.

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(13) 제. 1. 장. 농촌관광 시장과 행태변화 분석1. 1. 농촌관광 총량과 시장 변화. ○. 도시민의 농촌관광에 대한 수요를 파악하기 위하여 2012년 9월 3일부터 9월 7일까지 5일간 서울 및 6대 광역시 거주 만 18세 이상 남녀로 1,000명에 대 해 수요조사를 실시하였다. 본 조사에서 도시민들이 농촌관광에 대한 경험, 관광 형태, 만족도 등에 대해 어떻게 생각하는지를 중점적으로 다루었다.. ○. 그리고 농촌관광을 경험한 사람들과 미경험자, 농촌관광을 많이 경험한 사 람들을 구분하여 실질적 수요자와 잠재적 수요자에 대한 의견을 나누어 살 펴보았다. 이들이 원하는 농촌관광 형태를 파악해 향후 농촌관광 발전 방향 의 기초자료로 활용하고자 한다.. ○. 농촌관광에 대한 연도별 변화를 살펴보기 위해 2011년까지 농촌진흥청에서 실시한 결과와 본 조사에서 이루어진 결과를 비교하였다. 이를 통해 농촌관 광 수요의 변화와 총량 변화 등을 살펴보았다.. 1 본 자료집에서 활용한 데이터 가운데 2012년 조사결과를 제외하고 나머지 연도의 데 이터는 농촌진흥청 자료를 활용하였다. 따라서 조사기관과 분석기관이 다른 점, 조사 기간과 샘플, 샘플 수가 다른 점에서 동일한 기준으로 비교하기에는 한계가 있다는 점을 밝힌다..

(14) 2. 1.1. 이동총량 변화 ○. 농촌관광 이동총량2은 2003년 약 984만 일이던 것이 2012년에는 1,505만 일 로 크게 증가하였다. 국내여행 이동총량에 대비해 보면 2009년에 3.5%정도 이던 것이 2012년에는 5.7%에 해당되는 것으로 추정돼 3년 만에 1.5배 정도 성장한 것으로 조사되었다. 이것은 2011년까지 이루어진 농촌진흥청 조사결 과와 비교할 때 자연스런 흐름이라고 판단된다. 국내여행 이동총량은 감소 하는 추세이나 농촌관광 이동총량은 성장하고 있어 대조적이다. 이는 국내 여행 중 농촌관광의 역할이 커지고 있음을 짐작케 해주는 통계이다. 표 1-1. 농촌관광 이동총량 변화 단위: 일, %. 구분 농촌관광 이동총량(A) 국내여행 이동총량(B) A/B. 2003. 2004. 2009. 2011. 2012**. 9,843,945. 7,524,224. 13,024,136. 14,002,748. 15,052,044. -. -. 375,340,664. 286,947,961. 264,422,552. - . -. 3.5. 4.9. 5.7. 주1: 2011년까지의 자료는 농촌진흥청 조사결과 자료 주2: 이동총량은 일반시를 포함한 모든 동지역 13세 이상 주민 수 기준 주3: 2012년 국내여행 이동총량은 예측치. 2 농촌관광이동총량 = 13세 이상 주민 수 * 경험일수 * 지난 1년간 농촌관광 경험률.

(15) 3. 1.2. 경험횟수 변화 ○ 농촌관광 경험횟수3 변화도 이동총량과 비슷하다. 경험횟수는 2003년에 비 해 거의 2.5배 정도 크게 성장하였다. 2003년에 244만 회 정도이던 것이 2012년에는 595만회로 크게 상승하였다. 국내여행 경험횟수에서 차지하는 비중도 2009년에 1.8%에 불과하던 것이 2012년에는 4.2%로 높아졌다. 국내 여행 경험횟수는 감소하는 추세인데 비해, 농촌관광에서는 경험횟수가 증가 하는 것으로 나타나 국내여행자들이 농촌을 점점 더 많이 찾고 있음을 시사 하고 있다. 이동총량과 경험횟수에서 모두 성장세를 보이고 있어, 농촌관광 이 양적성장을 계속하고 있음을 알 수 있다. 표 1-2. 농촌관광 경험횟수 변화 단위: 회, %. 구분 농촌관광 경험횟수(A) 국내여행 경험횟수(B) A/B. 2003. 2004. 2009. 2,442,284. 2,511,737. -. - . - . -. 2011. 2012**. 4,008,764. 4,418,766. 5,949,915. 219,585,834. 156,594,347. 141,620,535. 1.8. 2.8. 4.2. 주1: 2011년까지의 자료는 농촌진흥청 조사결과 자료 주2: 경험횟수(1인당 경험횟수 1.338회)는 서울과 광역시 동지역 18세이상 주민수 기준 주3: 2012년 국내여행 경험횟수는 2009년부터 2011년까지의 연평균성장률 -9.6%를 적용 하여 예측한 수치. 3 농촌관광경험횟수 = 13세 이상 주민 수 * 경험횟수 * 지난 1년간 농촌관광 경험률.

(16) 4. 1.3. 농촌관광 1인당 지출과 시장규모 변화 ○ 농촌관광에서 지출하는 비용은 평균 310,346원(교통비 제외)이고, 동반자 평 균인원은 4.51명인 것으로 조사되었다. 농촌관광객이 농촌을 방문해 1인당 지출하는 비용은 2011년까지 꾸준히 증가하여 2011년 65,278원이었다. 하지 만 2012년에는 49,636원으로 감소하여 2009년 수준으로 줄어들었다. 2011 년 국민여행실태조사에 따르면 1인당 국내 일반여행에 지출하는 비용은 교 통비를 제외하고 307,211원으로 조사돼 농촌관광의 가구당 지출과 비슷한 것으로 나타났다. ○ 농촌관광 시장규모는 2011년 2,884억 원 가량 하던 것이 2012년 2,953억 원 수준으로 증가했다. 이는 전년에 비해 약 68억 원 정도 증가한 것으로 분석 된다. 이는 농촌관광객 1인당 지출금액은 감소하였지만 농촌관광 경험횟수 가 크게 증가하였기 때문에 가능했다. 국내관광 시장 규모와 비교해 보면 2011년 1.4%이던 것이 2012년에도 1.4%를 유지하였다. ○ 일반 국내관광의 시장은 연평균 7.8% 성장하는 반면에, 최근의 농촌관광 시 장은 연평균 1.3%의 성장률을 보이고 있다. 이는 농촌관광의 부가가치가 일 반 국내관광보다 높지 않아 국내관광 시장 규모의 성장 속도를 따라 잡지 못하고 있다는 사실을 입증하는 것이다..

(17) 5 표 1-3. 농촌관광 지출규모 변화 1인당 지출규모(원). 농촌관광 총 지출액 (백만 원). 2003. 37,911. 92,589. 2004. 40,770. 102,404. 2009. 45,248. 181,389. 1.1. 2011. 65,278. 288,488. 1.4. 2012. 49,636. 295,329. 1.4. 2011. 307,211. 20,205,430. 2012. -. 21,786,224. 년도. 농촌관광. 국내관광 주1: 주2: 주3: 주4:. 국내관광 시장 대비(%). 2011년까지의 자료는 농촌진흥청 조사결과 자료 지출액은 교통비 제외 농촌관광 총 지출액 = 1인당 지출규모 * 농촌관광경험횟수 국내관광의 2012년 총지출액은 연평균성장률을 적용하여 예측한 수치.

(18) 6. 2. 농촌관광 형태 변화 2.1. 농촌관광 경험 정도와 의향 ○ 농촌관광을 경험한 정도는 꾸준히 증가하고 있다. 2003년 9.95%에 불과하 던 것이 2012년에는 24.0%4로 두 배 이상 크게 증가하였다. 농촌관광을 경 험한 층이 지속적으로 확대되고 있음을 시사하고 있다. 2012년 농촌관광 경 험자 수는 약 444만 명(18세 이상 대도시 주민 수 기준)에 이르는 것으로 추 정된다. 이는 국내여행 참가자 수(3,929만 명) 대비 약 11.3%에 해당하는 수 이다. 농촌관광 의향은 2003년 이후 꾸준히 상승해 2011년 70.4%까지 상승 하였다가 2012년은 69.3%로 소폭 감소한 것으로 나타났다. 그림 1-1. 농촌관광 의향 및 경험 정도 농촌관광경험정도(%) 농촌관광의향(%) 70.4 지난1년간 농촌관광경험정도(%). 80.00 70.00 51.6. 50.00 40.00. 47.6. 43.4. 23.40. 30.00 20.00. 18.45 9.95. 13.50. 12.70. 10.00 0.00. 69.3. 61.9. 60.00. 8.1 2003. 7.7 2004. 8.5 2006. 10.5 2009. 24.00 24.0. 13.8. 2011. 2012. 주1: 2011년까지의 자료는 농촌진흥청 조사결과 자료 주2: 농촌관광경험정도는 지금까지 농촌관광을 1번이라도 경험한 적이 있 는지를 나타내며, 지난 1년간 농촌관광경험정도는 농촌관광을 경험한 사람들 중에서 지난 1년간 농촌관광을 경험한 적이 있는지를 의미함.. 4 18세 이상 대도시민 1,000명 가운데 240명이 농촌관광을 1회 이상 경험하였다고 응 답을 하였다. 240명 모두 지난 1년간 농촌관광을 1회 이상 경험하여 지난 1년간 농 촌관광 경험률도 24.0%이다..

(19) 7. 2.2. 농촌관광 동기 ○ 농촌관광의 동기는 도시민들이 농촌관광을 왜 하는지에 대한 목적을 나타낸 다. 이를 위해 농촌관광을 경험한 사람들과 경험하지 않은 사람들로 나누어 살펴보았다. 농촌관광 미경험자들은 잠재적 농촌관광 방문객으로서 중요한 의미를 지닌다. ○ 농촌관광을 경험한 사람들의 경우, 농촌관광을 하게 된 동기는 휴식과 휴양 을 위한다는 것이 전통적으로 가장 높게 나타나고 있는데, 특히 2012년에는 53.8%로 절반이상을 차지하고 있다. 농촌관광 미경험자들도 휴식과 휴양을 목적으로 농촌을 찾고자 하는 의향이 24.5%로 가장 높았다. ○ 농업체험을 목적으로 농촌을 찾는 경우가 2012년 6.3%로 전년도의 5.1%보 다 소폭 증가한 것으로 나타났다. 그러나 농촌관광 미경험자의 경우 농업체 험을 하고자 하는 의향이 10.3%로 상대적으로 높게 나타났다. ○ 농산물 구입을 목적으로 농촌을 찾는 경우는 2009년 3.8%에서 2011년에 9.3%로 증가하였다가 2012년에는 4.2%로 감소하는 추세를 보였다. 농촌관 광을 경험하지 않는 사람들은 농산물 구입을 위해 방문해 보겠다는 의견이 3.3%로 나타나 농산물 구입만을 목적으로 농촌을 찾는 경우는 매우 낮다는 것을 알 수 있다. ○ 2012년 조사에서는 자녀교육 목적으로 방문하는 경우가 9.2%로 나타났다. 연령대에서는 유치원이나 초등학생을 두고 있는 40대에서 가장 높게 나타났 다. 교육수준과 소득이 높고, 남자보다는 여자, 출생지가 도시근교인 동지역 에서 출생한 사람들이 자녀교육을 위해 농촌관광을 하는 경우가 많은 것으 로 조사되었다. ○ 특기할 만한 것은 5회 이상 농촌관광 경험이 많은 사람일수록 농촌관광을 휴식/휴양으로 하는 경우가 35.7%에 불과하고 상대적으로 농촌자연경관 즐 기기 21.4%, 자녀교육 14.3%, 지역축제 참가 14.3%, 농업체험 7.1%로 높게 나타나고 있다. 이는 재방문율을 높이기 위해서는 뚜렷한 특성이 있는 프로 그램을 통해 다른 지역과 차별화를 해야 함을 시사하고 있다..