Z세대 식생활 라이프스타일이 사찰음식 기대도 및 템플스테이와 사찰음식점 방문의도에 미치는 영향

초록

‘Generation Z’, which has recently emerged as the center of global consumer culture, is characterized by personal and independent consumption patterns that are differentiated from previous generations. They are active in consumption activities that reflect their values and tastes, and lifestyle can also be an important factor influencing their purchasing, consumption, and eating behavior. This study aimed to analyze the impact of Gen Z’s eating lifestyle on their expectations of temple food and how it affects their intention to stay in temples and visit temple restaurants. To this end, the hypotheses were tested on a total of 230 valid samples of Generation Z who have never experienced temple food. The results showed that health-seeking and taste-seeking types of Gen Z’s eating lifestyle had a significant impact on temple food expectations, while eating out, economic value-seeking, and convenience-seeking types were not significant. In addition, temple food expectations had a significant impact on temple stay and intention to visit temple restaurants. These results suggest that Gen Z lifestyle type may have a direct impact on expectations and visitation intentions. These findings have implications for practical and effective marketing and content strategies to promote temple stays and temple food restaurants targeting this group, and for future academic research.

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