The Effects of Local Agricultural/special Products on the Intention for Tourists to Revisit the Yesan Area

지역 농특산물에 대한 구매의사가 여행자의 재방문 의도에 미치는 영향 - 충남 예산지역을 중심으로 -

  • Yoon, Hei-Ryeo (Division of Food Sciences, Foodservice Management and Nutrition, Kongju National University)
  • 윤혜려 (국립공주대학교 식품과학부 외식상품학)
  • Received : 2010.08.11
  • Accepted : 2010.12.17
  • Published : 2010.12.31


Rural tourism is primarily a domestic tourism activity with visitors traveling to non-urban areas. The development of local and regionally denominate food is a way to distinguish agricultural production and to promote rural tourism. Therefore, this study addressed how utilizing regional agricultural products results in increasing the intention of tourists to revisit an area. The purposes of this study were 1) to identify the image and motives for visiting Yesan, 2) to determine the importance of purchasing intention and the regional menu produced from local agricultural/special products, and 3) to identify the impact of purchasing local agricultural/special products and regional menus on the intention to revisit. A total of 202 usable questionnaires were collected at Ducksan Hotsprings and Suduck Temple in Yean area, which are known tourist attractions. The major findings obtained were as follows: First, Yesan was considered a relaxing place ($3.46{\pm}1.09$), which was the highest ranked image score for a tourist attraction. Second, the highest ranked motive for visiting Yesan was to rest ($3.77{\pm}1.18$). According to these findings, Yesan is a relaxing place, as it is a rural area with no known defined attractions. Third, most tourists (78.7%) recognized the apple as a local agricultural/special product. The intentions to purchase local agricultural/special products and the need for regional dishes in the local restaurant was higher than average. Tourists showed interests ($3.88{\pm}1.16$) in eating regional dishes made with local agricultural/special products at the restaurants. Fourth, a significant impact of purchasing local agricultural/special products and the regional menu was observed on the intention to revisit (p<0.000). The results indicate that it is very important to develop proper regional menus that concur with images of the location and the regional farming products.


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