Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Mediated Effects of Consumer Recognition in Relationship of Local Food Tour Experience and Intention of Action

로컬푸드 체험관광이 행동의도에 미치는 관계에서 소비자 인식의 매개효과

  • 김희동 (숭의여자대학교 비서행정과)
  • Received : 2014.03.08
  • Accepted : 2014.03.24
  • Published : 2014.03.30
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Abstract

This study is aimed to examine the mediated effects of consumer recognition in relationship of local food tour experience and intention of action in the revitalization of local food. Questionnaire survey target was women in 30s and 40s. The local food tour experience is independent variable, intention of action is dependent variable, and consumer recognition is analyzed as mediated variable. As a result, consumer recognition which is mediating variable has two subordinated variables. One is direct affect and the other is indirect affect. Between local food tour experience and intention of action, there was partial mediating effect. Thus, through tour experience, consumer can have positive recognition of freshness, safety, health, taste, price, job creation and relationship. That affects to the intention of action. Based on the results of the study, it is necessary to learn success case for marketing revitalization, and develop and operate experiencing tour education program to manage customer continuously.

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