디지털융복합연구 (Journal of Digital Convergence)

한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

지역전통음식의 관광상품으로서 이미지, 애착이 장기지향성 및 행동의도간 구조적 관계

A study on the structural relationship between image, attachment, long-term orientation and behavioral intention as a tourism product of local traditional food

  • 서경도 (광주대학교 호텔외식조리학과) ;
  • 이정은 (예원예술대학교 문화예술관광콘텐츠학과)
  • Seo, Gyeong-Do (Dept. of Hotel food service culinary arts, Gwangju University) ;
  • Lee, Jung-Eun (Dept of Culture & art tourism contents, Yewon Arts University)
  • 투고 : 2021.10.20
  • 심사 : 2021.11.20
  • 발행 : 2021.11.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 음식관광상품의 이미지, 애착이 장기지향성 및 행동의도간 구조적 관계를 파악하여 분석결과와 시사점을 제시하였다. 비확률추출법의 편의표본추출법을 이용하였으며 설문조사는 코로나19로 인해 비대면조사를 실시하였다. 전라북도, 전라남도에 거주하고 있으며 지역전통음식을 경험한 고객을 대상으로 실시하였다. 설문조사 방법은 주 연구자의 지인과 관련 전문가들을 협의 및 활용하여 조사대상자를 선정 후 우편 및 이메일로 발송·회송하는 방식으로 설문조사를 실시하였다. 통계처리는 SPSS25.0, AMOS25.0 통계패키지를 이용하여 분석하였다. 검증결과, 음식관광의 이미지와 애착간의 관계, 전통음식의 애착은 장기지향성간의 관계, 전통음식의 애착은 행동의도간의 관계는 유의한 관계를 맺고 있으며 넷째, 전통음식의 장기지향성은 행동의도 관계의 연구목적에 따른 가설설정의 관계에서 유의한 정(+)의 관계를 형성하고 있었다. 음식을 하나의 자원으로서 활성화시키기 위해선 음식자체의 이미지를 좋게 하는 것은 애착, 장기지향성, 행동의도에 미치는데 긍정적 역할한다는 것을 재확인 할 수 있게 되었다, 이론연구를 기반으로 실증적 연구를 한 것은 긍정적이나. 설문조사의 편의추출과 지역적 한계로 조사되었기에 일반화를 하는데 많은 무리가 있다. 따라서 이러한 것을 보완하여 주기적, 전국단위의 연구조사가 필요하다.

This study presented the analysis results and implications by identifying the structural relationship between the image of food tourism products, the long-term orientation of attachment, and the behavioral intention. The convenience sampling method of the non-probability sampling method was used, and the survey was conducted non-face-to-face due to COVID-19. This study was conducted for customers who live in Jeollabuk-do and Jeollanam-do and have experienced local traditional food. As for the survey method, the main researcher's acquaintances and related experts were consulted and utilized to select the survey subjects, and the survey was conducted by sending/returning them by mail or e-mail. Statistical processing was analyzed using SPSS 25.0 and AMOS 25.0 statistical packages. As a result of the verification, the relationship between the image and attachment of food tourism, the relationship between the long-term orientation in the attachment of traditional food, and the behavioral intention in the attachment of traditional food are significant. A significant positive (+) relationship was formed in the relationship of hypothesis setting according to the research purpose of the relationship.

키워드

과제정보

This research was supported by Gwangju University Research Grant in 2021.

참고문헌

  1. Q. Chen & R. Huang,. (2019). Understanding the role of local food in sustaining Chinese destinations. Current Issues in Tourism, 2 (5), 544-560. DOI: http://dx.doi.org/10.1080/13683500.2018.1444020
  2. J. Y. Lee, & M. Y. Kwon, (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. UCI : I410-ECN-0102-2012-150-000091670
  3. J. E. LEE & G. D. Seo (2017). A Study on the Structural Relationships that Perceptions, Image, Attitude and Behavior Intension of Jeounranamdo Country Food: Focusing on Gwang Ju & Jeounranamdo University Student. Northeast Asia Tourism Research, 13(4), 65-90. UCI : I410-ECN-0102-2021-300-000240714
  4. M. K. Bang (2009). Korea Food Globalizaion. The Korean Society of Food Science and Nutrition 2009 Seoul International Food Exhibition Symposium, 1-11
  5. Y. H. Jin (2011). A Study on Recognition of Globalization of Korean Food among the Students Majoring in Foodservice, Culinary Science & Hospitality Research, 17(5), 57-73. DOI : 10.20878/cshr.2011.17.5.005
  6. Ministry of Agriculture, Food and Rural Affairs https://www.mafra.go.kr
  7. World Tourism Organization (2018). Tourism and Culture Synergies. Madrid: UNWTO. ISBN: 978-92-844-1896-1
  8. World Tourism Organization (2019). Gastronomy Tourism-The Case of Japan. Madrid: UNWTO. ISBN: 978-92-844-2091-9
  9. C. M. Hall & R. D. Mitchell (2001). Wine and food tourism. Brisbane : John Wiley. ISBN: 978-17-863-9127-8
  10. H. J. kim (2017). An alternative to new tourism, food tourism, Korea Tourism Policy, 67, 79-84. URL: http://www.dbpia.co.kr/journal/articleDetail?no deId=NODE07160002
  11. P. Kotler, (1997). Makketing Nanagement: Analysis, planning, implementation and control, 9th Ed. saddle river, NJ: Perntice Hall Inrternational Inc ISBN: 978-013-24-35101(978-013-2435-109)
  12. D. A. Aaker (1991). Managing Brand Eqyity: Capitalizing an the value of a brand name. New York: The Free Press. ISBN: 9780788193368(9780788193361)
  13. S. Baloglu & K. W. McCleary (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897. URL: https://d1wqtxts1xzle7.cloudfront.net/59311244/ https://doi.org/10.1016/S0160-7383(99)00030-4
  14. H. Y. Jumg, J. J. Kim & K. J. Lee (2018). Effects of Tourist Destination Image and Attachment on Tourist Satisfaction and Loyalty. Journal of Tourism Management Research,22(4), 959-984. DOI: 10.18604/tmro.2018.22.4.42
  15. C. J. Lee (2001). Seoul.Gyeonggi-do local food and revitalization plan. East Asian Dietetic Society Conference Proceedings, 4, 27-37. URL: https://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE00772259
  16. N. W. Jeong & K. Hee. Cha (2009). Local Food. Seoul. kyomunsa. ISBN: 978-89-363-1866-6(89-363-1866-7)
  17. K. Y Lee (2019). A Study on the Factors Affecting the Place Attachment: Focusing on the Moderating Effect of Social Capital. Journal of The Korean Urban Management Association. 32(4), 1-20. DOI: 10.36700/KRUMA.2019.12.32.4.1
  18. J. S. Jang & W. S. Lim (2015). Studies on the Effects of Community Attachment: Based on Uijeongbu, Kyunggi Province, The Journal of Korean Policy Studies, 15(2), 101-125. UCI: G704-SER000008612.2015.15.2.004
  19. M. Y. Yu & D. H. Jo (2021). The Effects of Social Capital on Community Attachment and Community Participation in Urban-Rural Complex Areas. Journal of Korea Service Management Society. 22(2), 227-244. DOI: 10.15706/jksms.2021.22.2.011
  20. N. Wang, S. D. Yoo & M. J. Kim (2017). Differential analyses on menu quality, service quality, customer commitment, and long-term orientation according to coffee involvement & visit frequency: focused on the customers of specialty coffee shops in Gangnung area. Korean Journal of Hospitality and Tourism, 26(5), 117-135. DOI: 10.24992/KJHT.2017.07.26.05.117.
  21. N. Y. Kim & J. Y Kim. (2016). A Relationships among Choice Attributes, Emotion, Trust and Long-term orientation Associated with Coffee-Drinking Behavior. FoodService Industry Journal, 12(4), 217-230. DOI: 10.22509/kfsa.2016.12.4.016
  22. R. L. Oliver. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
  23. V. Swaminathan, C. Groening, V. Mittal, & F. Thomaz, (2014). How achieving the dual goal of customer satisfaction and efficiency in mergers affects a firm's long-term financial performance. Journal of Service Research, 17(2), 182-194. DOI: 10.1177/1094670513510196
  24. L. L. Olsen & M. D. Johnson (2003). Service equity, satisfaction, and loyalty: from transaction-specific to cumulative evaluations. Journal of Service Research, 5(3), 184-195 DOI : 10.1177/1094670502238914
  25. S. Y. Kim & A. J. Lee (2015). The effect of service convenience on perceived service value, customer satisfaction and reuse intention with eating out in mobile commerce. Food Service Industry Journal, 11(4), 7-23 DOI: 10.22509/kfsa.2015.11.4.001
  26. G Hamilton, R. W., Rust, R. T., & Dev, C. S. (2017). Which features increase customer retention?. MIT Sloan Management Review, 58(2), 79-84. https://mitsmr.om/2fRz4i0
  27. W. W. Koo & H. M Col.(2020). Effect of Customer Satisfaction and Word-of-Mouth by Theme Park Virtual Reality Attraction Service. Journal of Tourism Management Research, 24(7), 593-609 DOI : 10.18604/tmro.2020.24.7.28
  28. J. H. Lee (2021). A Study on the Influence of Emotional Marketing on Food Tourism Image and Local Attachment to Promoting Food Tourism. Culinary Science & Hospitality Research, 27(8), 28-37. DOI: 10.20878/cshr.2021.27.8.003
  29. E. J. Lee & K. Y. Kim (2018). The Effects of Self Congruity and Functional Congruity on Attachment and Relationship Quality, Behavior Intention of Tourist Destination. Journal of Tourism and Leisure Research, 30(4), 97-116. DOI : 10.31336/JTLR.2018.04.30.4.97
  30. S. Ganesan (1994). Determinant of long-term orientation in buyer-seller relationship. Journal of Marketing, 58(April), 1-10. DOI : https://doi.org/10.2307/1252265
  31. H. C. Kang (2013). A Guide on the Use of Factor Analysis in the Assessment of Construct Validity. Journal of Korean Academy of Nursing, 43(5), 587-594. UCI : G704-000229.2013.43.5.012 https://doi.org/10.4040/jkan.2013.43.5.587
  32. C. H Choi & Y. Y. Yoo (2017). The Study on the comparative analysis of EFA and CFA. Journal of Digital Convergence, 15(10), 103-111. DOI : 10.14400/JDC.2017.15.10.103
  33. J. E Lee & B. C. Choi (2021). Structural relationship between cultural nostalgia, attitude, involvement and place attachment in modern cultural heritage. International Journal of Tourism Management and Sciences, 36(6), 79-98. DOI: DOIhttp://dx.doi.org/10.21719/IJTMS.36.6.5