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대학생 와인소비자와 와인전문가의 와인 미각 평가 차이 분석
도현욱 한국식생활문화학회 2016 韓國食生活文化學會誌 Vol.31 No.4
This study was to evaluate the taste of the wine assessment gap analysis to compare the taste of the wine intended for college student wine consumers and wine experts. Research analysis was carried out frequency analysis to the strength of the wine taste a difference in the intensity of the consistency review and wine for the wine flavor between the two groups. According to result, red wine, bitter and salty taste was perceived higher. For white wines are perceived sweetness of wine was sour and higher consumer groups. Body was found that wine experts perceive higher. The Second difficulty is when college student wine consumers selected wine got another show to the lack of information, lack of expertise, price, taste, the combination of food. Another wine on difficult points during the wine expert wine recommendations wine selection, price, prejudices then guest it showed a preference and communication, considering that the customer's budget, customer preferences, taste and aroma, the combination of the food and the customer response was configured. Although the criteria have different tastes for wine through college student wine consumers if future studies presented by symbolic reference to the wine tasting, can be self-objectification of subjective criteria subjective wine experts are wine consumers to take advantage of these data.
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충청북도 영동 지역의 캠벨-얼리 레드와인에 대한와인전문가의 주관성 연구 -Q 방법론-
유병호,황조혜 한국관광학회 2013 관광학연구 Vol.37 No.3
지금까지 대부분의 와인과 관련된 연구에서는 양적 연구방법론을 사용하여 소비자의 의견이나 행동에 초점을 맞추어 진행되어왔다. 본 연구에서는 질적 연구방법론의 하나인 Q 방법론을 사용하여 한국와인의 주요 산지 중 하나이며 그 대표성을 인정받을 수 있는 충청북도 영동 지역의 캠벨-얼리 포도품종으로 만들어진 레드 와인에 대해 연구를 진행하였다. Q 방법론은 과학적인 현상에 대한 30명의 응답자의 의견, 신념, 자세 등을 Q 진술문을 통해 질문하여 응답자의 주관적인 생각을 알아보는 연구방법이다. 본 연구를 통해 응답자들의 구별점으로 총 4개의 군집으로 나누었다. 4개의 군집은 각각 그 특성에 따라 잠재력 인정 그룹, 품질불확신 그룹, 자기만족 그룹, 단순 생산자 친화 그룹으로 명명하였다. 또한 대부분의 응답자들은 와인 레이블에 무관심하다는 흥미로운 결과를 도출하였다. 결과적으로 와인 전문가들의 주관성은 충북 영동 지역의 캠벨-얼리 레드와인의 정체성을 제공하고, 이를 통해 한국 와인이 앞으로 나아가야할 방향성과 함께 마케팅적 시사점을 제공하고 있다. 또한 기존의 와인 관련 양적 연구방법론에서 다루지 못한 유통, 판매 등의 요인을 포괄적으로 도출할 수 있었으며, 향후 와인과 관련된 연구, 특히 한국와인에 대한 연구의 선행연구로서의 역할을 충분히 해 나아갈 수 있는 연구의 시작으로 평가받을 수 있다. So far, the majority of wine-related studies have focused on the consumer side of opinions and behaviors through a quantitative method. In the current study, we took a qualitative approach, Q Method, to explore wine experts' subjectivities of Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early. Q Method, a technique designed for the systematic study of subjectivity in terms of opinions, beliefs, and attitudes was employed, eliciting responses from 30 participants. We found that the participants were classified into four clusters by their distinguishing opinions: While the first cluster of participants were recognizing the potentials of the wine, the second cluster was uncertain of its quality. The third cluster pursued self-satisfaction by consuming the wine, and the last cluster simply favored the wine due to its familiarity. Interestingly, most of the participants were indifferent in labeling. As a result, the experts' subjectivities provide suggestions on the identity of the Northern Chung-Cheong province Young-Dong red wine made from Campbell-Early, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.
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경상북도 영천 지역의 M.B.A 레드와인에 대한 와인전문가의 주관성 연구-Q 방법론-
유병호,김영린,황조혜 한국관광학회 2014 관광학연구 Vol.38 No.3
The most studies of wine have focused on the customer side of behaviors and satisfaction through quantitative methods. In this current study, we took a qualitative approach (Q method) to explore wine experts‘ subjectivities of Northern Gyeong-Sang province, Youngcheon M.B.A. red wine. Q methodology is a kind of technique methodical study of subjectivity in terms of attitudes, opinion, discourse was employed from 30 participants. We found that the participants were classified into four clusters by their distinguishing statements and factor loading scores: While the first cluster of participants were recognizing the characteristics of origin, the second cluster was dissatisfied with the wine quality. The third cluster recognized a socializing role of the wine, and the last cluster showed the satisfaction with its quality. As a result, the experts' subjectivities provide suggestions on the identity of the Youngcheon M.B.A. red wine, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.
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