The Impacts of the Physical Environment on Experience Tourism Village, Perceived Value and Satisfaction

The purpose of this study is to practically analyze the effect of the physical environment and perceived value on satisfaction of on visitors of Rural Experience Tourism Villages. In total, 208 subjects were examined in this study. The collected data were analyzed using statistical programs SPSS 21 and AMOS 21. The credibility of the variables was examined using the exploratory factor analysis, and confirmatory factor analysis. The hypothesis was examined through the structural equation model analysis. It is proven that convenience and kindness are accepted, and the cleanness and aesthetic attraction are rejected from the hypothesis that “the physical environment has a positive effect on the perceived value”. However, convenience, kindness and aesthetic attraction are accepted, and the cleanness is rejected from the hypothesis that “the physical environment has a positive effect on the satisfaction”. Perceived value is accepted from the hypothesis that “perceived value has a positive effect on the satisfaction”.