Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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Effects of Health Diet Lifestyle and Health Improvement Motivation on the Healing-Experience Demand

건강식생활 유형 및 건강증진 동기가 힐링체험 욕구에 미치는 영향

  • Lee, Sang-Min (Major in Traditional Dietary Life Food, Graduate School of Traditional Culture and Arts, Sookmyung Women's University) ;
  • Yoon, Jiyoung (Dept. of Le Cordon Bleu Hospitality Management, Culture and Tourism Division, Sookmyung Women's University) ;
  • Jeong, Hee Sun (Major in Traditional Dietary Life Food, Graduate School of Traditional Culture and Arts, Sookmyung Women's University)
  • 이상민 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공) ;
  • 윤지영 (숙명여자대학교 문화관광학부 르꼬르동블루 외식경영전공) ;
  • 정희선 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공)
  • Received : 2015.06.05
  • Accepted : 2015.07.27
  • Published : 2015.08.31
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Abstract

The purpose of this study was to examine the effects of a lifestyle consisting of a health oriented diet and personal motivation toward health improvement on an individual's desire to participate in condolence or "healing" -workshops and programs. In order to examine the influence of the "health diet" and motivation, the "health diet" lifestyle was classified into nutrition pursuit factors, psychological factors, food safety factors, and health conscious consumption factors. Personal motivation was categorized into perceived benefits, environmental factors and the individual's desire for happiness. Empirical analysis showed that nutrition pursuit factors had an impact on perceived benefits and the desire for happiness. Psychological aspect factors had a significant influence on perceived benefits, environmental factors and the desire for happiness. However, food safety factors and health conscious consumption factors did not have an effect on individual motivation to improve health. Regarding personal motivation toward health improvement on the desire for "healing", perceived benefits and environmental factors had significant influence. However, the individual's desire for happiness did not influence the demand for "healing". Regarding the effect of a "health diet" on the desire for "healing", only the psychological aspects of a "health diet" had any significant effects on the desire for "healing". The results from this study can help local organizations or service companies that provide "healing" programs with developing effective marketing strategies that could lead to greater customer satisfaction. Especially, the significant influence of psychological aspects of a "health diet" on the demand for "healing" is noteworthy in that this could play a key role in establishing a more effective marketing strategy to attract increasing numbers of consumers using health conscious diets.

Keywords

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