음식 관여도 및 신기성 추구가 음식관광 행동과 전주비빔밥 축제 재방문의도에 미치는 영향

초록

In this paper, the effects of novelty seeking and food involvement on culinary tourism behavior as well as culinary tourism behavior’s effect on the intention to revisit the Jeonju Bibimbab Food Festival are studied. For the analyses, 400 participants were surveyed over four days from October 23 to October 26, 2014, with a total of 340 questionnaires ultimately used for the study. The results show that two variables, novelty seeking and food involvement, have positive and statistically significant effects on culinary tourism behavior. That is, the first-mentioned finding reveals that the tourists who like to visit other places for the purpose of tasting food have a tendency to try unfamiliar or new menu items and places rather than familiar dishes and restaurants. The latter finding means that people who usually like to talk about food-related subjects or participate in culinary activities are inclined to enjoy culinary tourism. In addition, it was found that food involvement has more impact on culinary tourism behavior than does novelty seeking. Therefore, this means that culinary tourists’ general interest in food is more important to the culinary tourists than unfamiliar foods or restaurants that have never been visited. Finally, it is also known that culinary tourism behavior has a significant effect on the intention of revisiting the Jeonju Bibimbab Food Festival. This finding implies that people who like to enjoy food-related festivals at tourism sites and to taste and experience the local food there are more likely to revisit the Jeonju Bibimbab Food Festival. These findings suggest that marketing efforts for food festival organizers should consider developing new local foods and products as well as informing potential visitors of the ample foods and products of Jeonju.

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