대한지역사회영양학회지 (Korean Journal of Community Nutrition)

대한지역사회영양학회 (The Korean Society of Community Nutrition)
권호 표지

컨조인트 분석을 이용한 한국 전통음식 관광상품 선택 속성에 관한 연구

Assessing Relative Importance of Korean Traditional Food Tour Program Attributes Based on Conjoint Analysis

  • 신서영 (연세대학교 식품영양과학연구소) ;
  • 장해진 (연세대학교 식품영양과학연구소) ;
  • 양일선 (연세대학교 생활과학대학 식품영양전공) ;
  • 정라나 (연세대학교 생활과학대학 식품영양전공) ;
  • 이해영 (상지대학교 이공과학대학 식품영양학과)
  • 발행 : 2004.10.01
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this study was to assess the structure of the decision and the importance of the attributes in choosing food-related tour program. Questionnaires were developed in three languages- Japanese, Chinese, and English- given to 300 foreign tourists who have visited Korea in 2002. Statistical data analysis was completed using SPSS Win (ver 11.0) for descriptive analysis and conjoint analysis. The results of this study showed that the 'price' was the most important attribute (35.62%) in choosing a hypothetical food tourism program, followed by 'place' (27.35%), 'time' (26.01 %), and 'type of program' (10.22%). With respect to the relative importance values for each attribute by different groups, English- and Chinese-speaking tourists considered 'price' more than other factors, while 'time' was regarded as the most important factor for Japanese tourists. Therefore, it indicated the need to recognize the different needs among tourists and put these factors into consideration in developing the programs.

키워드

참고문헌

  1. Carmichael B (1997): Conjoint analysis of Downhill skiers used to improve data collection for market segmentation. Journal of Travel & Tourism Marketing 5(3): 187-206
  2. Choi JS, Lee SH (2002): Exploratory study on the availability of cultural tourism merchandising of Korean traditional cuisine -Focusing on introduction of fusion . franchise concept. Nolboo restaurant paper series No 4
  3. Dellaert B, Borgers A, Timmermans H (1995): A day in the city - Using conjoint choice experiments to model urban tourists’ choice of activity packages. Tourism Management 16(5): 347-353 https://doi.org/10.1016/0261-5177(95)00035-M
  4. Dittermer P (2001): Dimensions of the hospitality industry, 3rd ed, Wiley, New York
  5. Eu PH (1997): Marketing Science, Beob Moon Sa, Seoul
  6. Getz D, Frisby W (1988): Evaluating management effectiveness in community- run festivals. Journal of Travel Research 27(1): 22-27 https://doi.org/10.1177/004728758802700105
  7. Hall CM, Sharples L, Mitchell R, Macionis N, Cambourne B (2003): Food tourism around the world, Butterworth-Heinemann, London
  8. Heung V, Qu H (2000): Hong Kong as a travel destination- An analysis of Japanese tourist’s satisfaction levels, and the likelihood of them recommending Hong Kong to others. Journal of Travel and Tourism Marketing 9(1/2): 57-80
  9. Hjalager AM, Richards G (2002): Tourism and gastronomy, Routledge, London
  10. Jacobsen J (2000): Anti-tourist attitudes: Mediterranean charter tourism. Annals of Tourism Research 27(2): 284-300
  11. Jones A, Jenkins I (2002): “A taste of wales- Blas AR Gymru” : Institutional malaise in promoting welsh food tourism products. In: Hjalager AM, Richards G, eds. Tourism and gastronomy, Routldge, London
  12. Kim GH (2001): Research methodology in social science, Bub-mun Sa
  13. Korea National Tourism Organization (2000, 2002): Statistics of Visitor arrivals
  14. Lee WY, Jeong GH, Lee MG (1998): Principles of Marketing Hyung Seul, Seoul
  15. Mackenzie J (1992): Evaluation recreation trip attributes and travel time via conjoint analysis. Journal of Leisure Research 24(2): 171-184
  16. Moon SJ, Sohn KH, Lee YM, Ahn KM (1986): Food preferences of foreigners residing in Korea. Journal of Korean Home Economics Association 24(2): 63-73
  17. Quan S, Wang N (2003): Towards an structural model of the tourist experience: an illustration from food experiences in tourism. Tourism Management 25(3): 297-305
  18. Reynolds P (1993): Food and tourism: towards an understanding of sustainable culture. Journal of Sustainable Tourism 1: 48-54
  19. Seo TY (1999): Cultural Tourism, DaeWangSa, Seoul
  20. Williams J (1997): We never eat like this at home: food on holiday. In: Caplan P, ed. Food, health and identity, Routledge, London
  21. Won YH (1999): Tourism and Culture, HakmoonSa, Seoul
  22. Won YH (2002): A study on merchandising of experience tourists on Korea traditional cultures. Tourism Research 16: 51-62
  23. Yang DS (1998): A study on the tourism merchandising for traditional folk cultural festival -Focused on Choohyang-Jae and Heungboo- Jae of Namwon, Master’s Thesis, The Graduate School of Kyonggi University