관광지 음식의 경험적 가치가 음식 만족도 및 관광지 이미지에 미치는 영향에 관한 연구 = The Influence of Experiential Value of Local Food on Food Satisfaction and Destination Image

국문 초록 (Abstract)

본 연구는 지역관광에서 나타나는 음식의 경험적 가치와 그 역할을 탐색하기 위해 대표적인 지역 관광지인 경주를 방문한 관광객 261명을 대상으로 관광지 음식의 경험적 가치가 음식 만족과 관광지 이미지에 영향을 미치는지를 확인하였다. 연구 결과는 다음과 같다. 첫째, 관광지 음식의 경험적 가치 차원 가운데 심미성과 서비스 우수성이 관광객의 음식 만족에 영향을 주는 반면, 경제적 효익과 유희성 차원은 통계적인 유의성이 확인되지 않았다. 둘째, 관광지 음식의 경험적 가치 차원 가운데 서비스 우수성을 제외한 경제적 효익, 유희성, 심미성 차원은 관광지 이미지에 긍정적인 영향을 주는 것으로 확인되었다. 셋째. 관광지 음식에 대한 만족도가 높을수록 긍정적인 관광지 이미지가 형성되는 것으로 나타났다. 종합하면, 관광지 음식의 경험적 가치는 관광지 이미지에 직접 영향을 미치거나 음식 만족을 통해 간접적으로도 영향을 주는 것으로 해석할 수 있다. 지역 관광지 경쟁력 강화를 위해 요구되는 지역 음식 마케팅 시사점이 논의되었으며, 연구의 한계점 및 후속 연구에 대한 제언이 이루어졌다.

다국어 초록 (Multilingual Abstract)

This study is to explore the relationships among experiential value of local food, food satisfaction, and destination image, in the context of traveling. Data were collected from 261 outsiders who visit to Gyeong-ju for traveling. The findings are as follows. First, aesthetics and service excellence dimensions of experiential value positively affects food satisfaction. Second, CROI, playfulness, and aesthetics positively affects destination image. These dimensions can be critical experiential value that can improve a tourist’s perception of destination image. Third, food satisfaction influences on destination image. Results found that experiential value of local food directly or indirectly enhanced the tourists’ destination image. Implications, limitations and further research directions are also discussed.

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 이론적 배경 Ⅲ. 연구 방법 Ⅳ. 분석 결과 Ⅴ. 논의 및 시사점

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