© 2014 John Wiley & Sons, Ltd. This is the peer reviewed version of the following article: Understanding the benefit sought by rural tourists and accommodation preferences: A South Korea case, International Journal of Tourism Research, Volume 16, Issue 3, pages 291–30, 2014 which has been published in final form at http://dx.doi.org/10.1002/jtr.1929. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (http://olabout.wiley.com/WileyCDA/Section/id-828039.html)