Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Analysis of Importance and Satisfaction of Quality Attribute, Popularization and Tourism Commercialization Strategy of Pohang Local Food

포항 향토음식의 품질속성과 대중화 및 관광상품화 방안의 중요도와 만족도 분석연구

  • Baek, Seo-Yeong (Dept. of Food Service Management and Culinary, Gyeongju University) ;
  • Lee, Yeon-Jung (Dept. of Food Service Management and Culinary, Gyeongju University)
  • 백서영 (경주대학교 외식조리학부) ;
  • 이연정 (경주대학교 외식조리학부)
  • Received : 2017.03.30
  • Accepted : 2017.04.21
  • Published : 2017.04.30
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Abstract

This study was conducted to examine the importance and satisfaction of quality attribute, popularization and tourism commercialization of Pohang local food. The purpose of this study was to provide useful information for establishing efficient marketing direction that serves the popularization and the activation of the Pohang local food. On the prospects and improvement of Pohang local foods and its use, 86.1% of subjects stated that the status quo was being maintained or only a portion of the foods was being transmitted. On the dissemination of local foods as world foods, subjects stated 'cooking methods' and 'simplified cooking methods' were required. In the IPA result of Pohang local food quality attributes, it is important to continuously keep 'health', 'nutrition', 'hygiene', 'preference (taste)', 'freshness', and 'credibility toward the ingredients', while 'service' needs to do intensive care and operation. The importance and satisfaction of attributes regarding plans for popularizing local foods and commercializing tourism differed, with importance and satisfaction on average being high, although attributes on plans for popularizing local foods and commercializing tourism was lower than the expectation of customers. Such results mean that residents have high expectations for Pohang local foods, on the other hand, the quality of local foods fails to satisfy the expectations of residents. Therefore, it is important to improve the quality of local foods overall.

Keywords

References

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