Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

An Effect on Experience Satisfaction of Temple Foods, Recommendation, and Revisit Intentions toward Temple Stay

사찰음식관여도가 템플스테이의 체험만족도와 추천, 그리고 재방문의도에 미치는 영향

  • Shin, Kyung-Yi (Dept. of Food Technology & Services, Graduate School, Eulji University) ;
  • Rha, Young-Ah (Dept. of Food Technology & Services, Graduate School, Eulji University) ;
  • Hwang, Young-Jeong (Dept. of Food Service & Culinary Arts, International University of Korea)
  • 신경이 (을지대학교 식품산업외식학과) ;
  • 나영아 (을지대학교 식품산업외식학과) ;
  • 황영정 (한국국제대학교 외식조리학과)
  • Received : 2015.01.10
  • Accepted : 2015.02.15
  • Published : 2015.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to identify the effects of involvement in temple food on overall satisfaction, recommendation, and revisit intention. From June 15 to August 30, 2014, for those who have participated in temple stay at four temples in South Korea, the self-administered survey was conducted. Of a total of 400 questionnaires, 289 were employed for the analyses, which accounted for 72% of response rate. Results shows that the involvement in temple food positively influenced experience driven by motivation in temple stay. Considering a particular research topic of temple stay, it implies that the involvement in temple food plays a key role in affecting emotional and social value relating to experience in temple stay. Entertaining, educational, aesthetic, deviated factors created by this experience will contribute to making special memories and feeling great enjoyment. In addition, emotional and social value by temple food have a positive effect on recommendation and revisit intention through experience satisfaction. Furthermore, experiential factor was significant to overall satisfaction, revisit and recommendation intention. Social and emotional value according to involvement in temple food, in terms of conclusions in this study, influenced a reduction of stress and improvement of enjoyment. These values relating to involvement in temple food, therefore, are assumed to be the causal relationship with experiential factor and satisfaction in temple stay and subsequently will be regarded as determinants in defining temple food as a heathy dish.

본 연구의 궁극적 목적은 사찰음식의 관여도가 템플스테이의 체험요소 및 만족도에 미치는 영향에 대해 알아보고자 하여, 템플스테이 참가자의 지각된 가치의 수준을 파악하며, 지각된 사찰음식 가치의 영향을 분석하고, 템플스테이의 체험요소 만족도에 미치는 영향 및 사찰음식 가치와 템플스테이의 체험요소 및 만족도의 인과적 관계를 분석하고자 하였다. 그 결과로서 첫째, "사찰음식의 관여도(감정적, 사회적)가 템플스테이 체험요인에 유의한 영향을 미칠 것이다"라는 가설 모두 채택되었다. 둘째, "사찰음식이 관여한 감정적, 사회적 가치가 템플스테이 만족도(추천의도, 재방문 의도)에 유의한 영향을 미칠 것이다"라는 가설 모두 채택되었다. 셋째, "템플스테이 체험요인이 만족도, 즉 재방문 의도와 추천의도에 유의한 영향을 미칠 것이다"라는 가설은 모두 부분적으로 채택되었다. 사찰음식 관여도가 템플스테이 체험요인에 모두 정(+)의 방향으로 템플스테이 체험동기를 설명하고 있는 것으로 검증되었다. 그리고 사찰음식을 통한 감정적 사회적 관여도는 체험만족도 추천의도와 재방문의도에 유의적인 정(+)의 영향을 미치는 것으로 나타났다.

Keywords

References

  1. Lee IS, Yoon HS, Kim YM (2009). Recognition & preference of Yaksun food. Chodang University, 5:184.
  2. Joung S (1976). Sansa Food and Tea Fragrance. Shindonga (5):374-377.
  3. Joung HR (2010). Sachal eumsik and cultural tourism: A study of enhancement plan for the values of Sachal eumsik and cultural tourism of cultural contens. Master thesis, Hankuk University of Foreign Studies, YoungIn.
  4. Hong (2009). The study on popularization plans and value of Korean temple food, institution of buddhist cultural contents, 7-8. Seoul.
  5. Han BJ, Seo HK, Hwang HS, Han JA (1997). Comprehensive Compilation of Korean Food VI. Hanrim, 423. Seoul.
  6. Ahn HY (2012). The effects of templestay experience tourism on the tourism satisfaction. Youngsan University. 104-108, Yangsan.
  7. Choi SW, Cho SH (2010). Effect of health-orientated menu for restaurant customers on LOHAS, herbal food, and customer satisfaction, The Korean Jounal of Culinary Research 16(2):96-109.
  8. Chung YJ (2009). The leisure-psychological model of the temple stay experience. Doctoral dissertation, Dongguk University, Seoul.
  9. Chun BG, Kim MJ (2012). Antecedents of temple stay satisfaction: the mediating role of emotions. Korean Journal of Tourism Research 27(4):411-433.
  10. Han SY, Um SH (2005). Verification on experience realms of pine and gilmore: The case of participants’ satisfaction of experiential activities at Hansan Ramie Festival. Journal of Tourism Sciences 29(2):131-148.
  11. Hong GJ, Lee YS, Nam JS, An HK, Lee EJ (2007). A study on the preference determinants of buddhist temple food. The Korean Journal of Food and Nutrition 20(4):384-391.
  12. Jeon HJ, Park SS, Jeong C (2011). An effect of perceived value of package tour product on satisfaction and behavioral intention. Journal of Tourism Sciences 35(7):275-297.
  13. Jeon HW, Kim KS (2014). The effect of satisfaction on the involvement of temple food - Moderating effect of well-being index. Journal of Hotel & Resort 13(1):77-99.
  14. Kang JH, Kang JH (2014). The effect of healing food image and recognition of Jeonju native local food on purchase intentions. International Journal of Tourism and Hospitality Research 29(3):181-204.
  15. Kim HY (1999). Development of native local foods connected with regional festival. Culinary Society of Korea 5(2):211-234.
  16. Kim MM, Kim SB, Lee SB (2012). The impact of service quality and involvement on satisfaction and revisit intention in food festival setting: A case of 2010 Gyeongju Traditional Drink and Ricecake Festival. International Journal of Tourism and Hospitality Research 26(6):271-285.
  17. Lee JR (2013). A study on buddhist monks' dietary life in relation to the contemporary culture of well-being, The Journal of Indian Philosophy 38:57-79.
  18. Lee JY, Kwon MY (2009). Effects of involvement of food tourists' on participation in food tourism activities and behavioral intention. Journal of Tourism Management Research 13(2):177-198.
  19. Lee YJ (2008). A study on the development of food tourism in Kangwon-do. Institution of Kangwon Development, 8:13. Chuncheon.
  20. Nam Y, Heo SH, Hong KP (2012). A study on the external settings for temple stay-centered about Sudeoksa Temple and Woljeongsa Temple-, Journal of the Korean Institute of Traditional Landscape Architecture 10:33-40.
  21. Ryu SS (2007). Studies on traditional buddhist temple food 1. Kimchi in buddhist temple, Korean J. Food & NUTR 9(4):516-520.
  22. Son IH (2000). The effect of cross-cultural tourism experience and tourist site attribute on satisfaction and choice. Doctoral dissertation, Donga University, Busan.
  23. Song MJ, Kim H, Seo HY (2005). Medical and ethnical analysis of plants by using temple food, Journal of the Korean Society of Jungshin Science. 9(2):1-16.
  24. Sung YS, Ko DW, Jung JH (1996). Psychological meaning of leisure. Korean Journal of Industrial and Organizational Psychology 9(2):17-40.
  25. Yang IS, Chang HJ, Shin SY, Chung LN (2004). Inbound tourism product development of Korean traditional food culture. Journal of Foodservice Management 7(3):87-116.
  26. Yoon SM, Jung HJ (2012). Structural relationships among constructs of flow experience, satisfaction and behavioral intention; Focused on visitors of temple stay. Korean Journal of Tourism Research 26(6):227-246.
  27. Bello DC, Etzel MG (1985). The rule of novelty in the pleasure travel experience. Journal of Travel Research 24:20-26. https://doi.org/10.1177/004728758502400104
  28. Chen CF, Chen FS (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management 31(1):29-35. https://doi.org/10.1016/j.tourman.2009.02.008
  29. Iso-Ahola, Seppo E (1983). Toward a social psychology or recreation travel. Leisure Science 2(1):45-56. https://doi.org/10.1080/02614368300390041
  30. Krugman HE (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly 29(3):349-356. https://doi.org/10.1086/267335
  31. McDougall GHG, Levesque T (2000). Customer satisfaction with services: Putting perceived value into equation. Journal of Service Marketing 14(5):329-410.
  32. Oh H, Flore AM, Jeoung M (2007). Measuring experience economy concepts: Tourism application. Journal of Travel Research 46(2):119-132. https://doi.org/10.1177/0047287507304039
  33. Oliver RL (1996). Satisfaction. A Behavioral Perspective on the Consumer. M. E. Sharpe, New York.
  34. Pierce PL (1982). The social psychology of tourist behavior. Annals of Tourism Research 10(4):580-582. https://doi.org/10.1016/0160-7383(83)90020-8
  35. Pine, BJ, Gilmore, JH (1998) July-August). Welcome to the experience economy. Harvard Business Review, Boston, MA.
  36. Pine BJ, Gilmore JH (1999). The Experience Economy : Work is Theatre & Every Business a Stage. Havard Business School Press, Boston MA.