음식 이미지에 따른 관광지 선택속성과 관광의사결정에 관한 연구
저자
발행사항
광주: 광주대학교 대학원, 2022
학위논문사항
학위논문(석사)-- 광주대학교 대학원: 호텔외식조리학과 2022. 8
발행연도
2022
작성언어
한국어
주제어
DDC
338.4791 판사항(23)
발행국(도시)
광주
기타서명
전라남도 대표음식을 중심으로
A Study on the Selection Attributes of Tourist Destinations and Tourism Decision Making According to Food Image: Focused on the Representative Foods of Jeollanamdo
형태사항
vii, 129p.: 삽도, 표; 26cm.
일반주기명
광주대학교 논문은 저작권에 의해 보호받습니다.
지도교수:김헌철
참고문헌 수록
UCI식별코드
I804:24003-200000628572
소장기관
Food image from the tourism side can be used for branding local image and food is an important factor leading to tourism satisfaction. In addition, in terms of tourism, it was focused on the image of a tourist destination, and in the food service industry, it was focused on the image of food. Now, it is necessary to check whether food and tourist destinations can be combined in one aspect and induce tourism. Therefore, this study aims to understand the relationship between the selection attributes of tourist destinations, the difference in preference according to images, and the impact on tourism decision-making with the theme of local food images. To verify the hypothesis of this study, the researcher conducted a self-report method for tourists visiting Jeollanam-do from July 15 to August 31, 2021, and the questionnaire method is as follows. A total of 355 questionnaires were used for empirical analysis by distributing 520 questionnaires.
First, the study subject 1: The difference in the average value of the image of the representative food in the South Province was examined. The average value of Naju beef broth(4.42), Boseong balgyo clam(4.37), Yeonggwang yellow fish(4.16) was 4.00, and the average value of Gwangju korea set menu(3.99), Gangjin korea set menu(3.79), Muan three octopus(3.77), Gwangyang bulgogi(3.71), Shinan Heuksando skate(3.68), Wando abalone(3.46), Damyang rice rib(3.28), Hampyeong Beef(3.22), Yeosu sashimi(3.12), Gokseong black pig(3.10) and Mokpo sciaenoid sashimi(3.06) show the average level of 3.00. Nokdong eel(2.72), Gurye Jiri Mountain vegetable menu(2.72), Sunchon fish stew(2.55), Youngam octopus(2.35), Hwasun goat-stew(3.24), Jangheung scallop beef(2.54), Jangseong vegetable rice(2.08), Haenam sweet potato bread(1.91) and Jindo dumbuk stew(1.85) showed low average values at the low 2.00 level. It is judged that the common characteristics of the items with a high average value are that they consist of local food used by local specialties and that the food has a high reputation in the domestic and foreign food market. In addition, it is judged that these special products, as well as food, have a high image because they are highly recognized by consumers due to their long reputation and historicity.
Second, the study subject 2: Second, research project 2: To examine the differences in demographic characteristics of the overall image of representative food in the southern provinces, with excellent and highest, followed by average and very good. Judging from these results, the overall image of Jeolla province food is considered to be excellent. The overall image of Jeollado is considered to be excellent because it has maintained the influence of various common people's food cultures developed due to the wide plains and coasts of the west coast since ancient times. Therefore, in order to continuously maintain an excellent image, items with an average value of 3.00 or less should be managed intensively.
Third, research project 3: To examine the relationship between demographic characteristics and images of representative food items in the southern provinces image was high, and in particular, Gangjin korea set menu and Gwangju korea set menu maintained a high overall image. These results show that the limited food of Jeollanamdo is superior to any other place in the region, and that it is possible to link the limited food and local sightseeing spots. Therefore, in order for representative food of Jeollanamdo to further enhance its image, it is necessary to develop a diet focused on traditional food rather than simple food, and it should not lose pure tradition and purity of Jeolla province food.
Fourth, Research Project 4: To examine the differences in the average values of demographic characteristics(gender, marital status, age, residence) for the image and preference of representative food items in the Namdo region. Commonly, Sinan Heuksando skate, Wando abalone, Damyang rice rib and Yeosu sashimi are considered. Nokdong eel, Suncheon fish stew, Gurye-jiri mountain vegetable menu, Mokpo sciaenoid sashimi, Jindo deum Buk stew, Haenam sweet potato bread and Gokseong black pork show an average below the median value. Here, items are established as representative foods in the region, but overall image and preference are declining. The reason why the average value is so low is probably because there are no special features compared to other regional foods.
Fifth, Research Project 5: In this study, the influence of the image of representative food in South province on the selection attributes of tourist attractions was examined. In the tourist attractions, the value image, professional image, cost value image, professional image were rejected, and local image, price image, and friendly image were adopted. The reason for this rejection is that locality or local sentiment should be included in the management method so that foreigners or tourists can feel it if it is a representative food in the region. Recently, restaurants have lost their concept of local food because profit-oriented business is given priority. Therefore, local food and tourist attractions should be composed of one tourist product and the importance of locality and uniqueness of food should be recognized in order to fulfill its role.
Sixth, Research Project 6: The effects of the image of representative food in South province on the decision-making of tourism are examined. The six image factors of representative food in South province are local image(=.322, ***p<0.001), value image(=.423, ***p<0.001), emotional image(=.428, ***p<0.001), price image(=.273, ***p<0.001), *p<0.001) and friendly images (=.316, ***p<0.001) have an effect on the selection attributes of tourist attractions, but professional images have been rejected.,Local food is a local food, which means that locality, tradition, and folklore should be emphasized more, and that if they give a bad impression on professional image, they do not trust the local food. The results of this study suggest that local foods with local specialties are highly imaged (Bulgyo clam, Yeonggwang yellow fish, Heuksando skate) and local foods should be emphasized in order for local foods to become tourism goods. The lack of professionalism in selection attributes or decision making of tourist destinations should be focused on historical and regional characteristics and enhance professionalism. In addition, according to the analysis of gender preference, men gave high score in most items, but women such as Yeonggwang yellow fish, Gwangju korea set menu, and Hanpyeong geef showed high scores. The fact that the preference type was different for each generation seems to be a reference for establishing a detailed marketing strategy for each customer of food tourism subjects in the future.
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