The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Applying the Theory of Planned Behavior to Forecast the Food Purchase in Festivals

축제방문자의 먹거리 구매행동 예측에 대한 계획행동이론의 적용

  • 이준엽 (동국대학교 호텔관광경영학과) ;
  • 안태기 (동국대학교 호텔관광경영학과)
  • Published : 2008.02.28
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Abstract

The foods served in festivals only affect attractiveness on visitors in itself. Because residents, tourists and vendor flow into the site in opening periods. In this case, there are always the possibility to happen to accident in site unprecedently. Therefore, The purpose of the study is to examine how visitors perceive the foods vendors served in festivals and how the factors influence among the casual relationship to applying the planned behavior theory. The Results is following up. Behavior Intention is affected the variables of belief, subjective norm and perceived behavior control. Final varialbe Food buying is affected the variable of behavior intention positive, but perceived behavior contro is not significant(p<0.05). Festivals make for the depar from the life, the attractiveness of the food happen to buy it stronger than the control ability of visitors. The health control for the food is needed systemically on the focus of the risk management

축제에서 제공되는 먹거리는 그 자체가 축제매력요소로 작용하게 되며, 다양한 먹거리는 축제평가에서도 중요한 부분으로 평가되고 있다. 한정된 축제 기간에 지역주민, 축제방문자 그리고 상인들의 과대 유입으로 인하여 축제성공에 반하는 사고와 여러 문제점들이 나타날 수 있다. 본 연구에서는 축제방문자가 축제먹거리를 어떻게 지각하고 있으며, 먹거리 구매 행위와의 인과관계를 계획행동이론을 적용해 규명하고자 하였다. 실증분석결과, 행동의도에는 신념, 주관적 규범, 지각된 행동조절 모두가 영향을 미치는 것으로 나타났으며, 최종 먹거리구매에 대한 영향 관계에서는 행동의도가 정의 영향을 미치는 것으로 나타났으며, 지각된 행동조절은 유의수준 p<.05에서 유의하지 않은 것으로 나타났다. 축제장은 일탈성을 강하게 강조되는 장소이므로, 먹거리에 대한 축제방문자 각 개인의 능력보다 축제의 매력과 흥미에 의하여 소비가 일어나고 있다고 볼 수 있으므로, 축제 먹거리에 대한 체계적인 위생관리가 필요하다.

Keywords

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