전통주의 선택속성에 관한 연구 -고창 복분자 축제를 중심으로-

초록

In this study, efforts were made to find out selection attributes of Korean traditional liquor by tourists on the basis of studies on selection attributes of existing liquor and also to find out whether those selection attributes undergo certain changes depending on the characteristics of tourists. As factors for selection attributes of Korean traditional liquor by tourists, four factors have been singled out: ‘recognition of Bokbunja wine’ factor, ‘characteristics of Bokbunja wine’ factor, ‘information of Bokbunja wine’ factor, and ‘brand value of Bokbunja wine’ factor. At the same time, it was found out that there was a partially meaningful difference in selection attributes factor of Korean traditional liquor depending on population statistical characteristics and tourist behavior characteristics. In population statistical characteristics, age and average monthly income revealed a meaningful difference in ‘brand value of Bokbunja’ factor, and place of residence revealed a meaningful difference in ‘information of Bokbunja wine’ factor. In tourist behavior characteristics, number of visits revealed a meaningful difference in ‘information of Bokbunja’ factor and ‘brand value of Bokbunja’ factor. And recognition before visit and visit partner revealed a meaningful difference in ‘brand value of Bokbunja wine’ factor. This study derived unique attributes of Korean traditional liquor from selection attributes of existing liquor. As a result of an empirical survey conducted in the 3rd Gochang Bokbunja Festival, it proved its significance in that it has uncovered decisive factors affecting tourists' selection of traditional liquor, providing useful reference data for local festival marketers. What we need in the future would be the kind of studies that inform Bokbunja wine, Korea’ traditional liquor, to the world, develop a tourist commodity centered on traditional liquor like the wine tour of France, thus contributing to the development of a tourist industry.

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