Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
권호 표지

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

컨조인트 분석을 이용한 한국 전통음식 관광상품 선택 속성에 관한 연구

  • 신서영 (연세대학교 식품영양과학연구소) ;
  • 장해진 (연세대학교 식품영양과학연구소) ;
  • 양일선 (연세대학교 생활과학대학 식품영양전공) ;
  • 정라나 (연세대학교 생활과학대학 식품영양전공) ;
  • 이해영 (상지대학교 이공과학대학 식품영양학과)
  • Published : 2004.10.01
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Abstract

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.

Keywords

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