Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Study on the Purchase Intention for Traditional Food according to the Attractiveness of Traditional Food as a Tourism Resource

관광 자원으로서 전통 음식의 매력성에 따른 구매 의사에 관한 연구

  • Park, Bo-Mi (Dept. of Food Service Management, Kyunghee University) ;
  • Yoon, Yoo-Shik (Dept. of Convention Management, Kyunghee University,) ;
  • Lee, Kyung-Hee (Dept. of Food Service Management, Kyunghee University)
  • 박보미 (경희대학교 외식산업학과) ;
  • 윤유식 (경희대학교 컨벤션학과) ;
  • 이경희 (경희대학교 외식산업학과)
  • Received : 2009.09.09
  • Accepted : 2009.10.19
  • Published : 2009.10.31
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Abstract

The present study, we purposed to surveyed how much Korean natives' valuation of value traditional food as a tourism resource and their perception of traditional food, and to measured the attractiveness and potential of traditional food. For this purpose, we reviewed previously published studies research on traditional food and tourism resources, and conducted a questionnaire survey of urban citizens in Seoul on traditional food. Three hundred distributing 300 questionnaires were distributed and recovering 242 of them were returned. In this study, SPSS for Windows 16.0 was used for empirical analysis and the subjects' demographical characteristics were analyzed through frequency analysis. In addition, reliability analysis were performed to test the overall reliability of the empirical survey and collected data. Factor analysis was conducted to integrate variables, and the effect of the attractiveness of traditional food on purchase intention for traditional food was tested through multiple and simple regression analysis. Inquiring By surveying into the attractiveness of traditional food as a tourism resource, this study attempted to formulate a causal relation model among major variables, and examined the effects of the attractiveness of traditional food as a tourism resource on purchase intension based on Korean natives’ perception of and attitude toward traditional food, which is a Korean cultural heritage. Furthermore, and furthermore, made we provided suggestions for the improvement and development of traditional food.

Keywords

References

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