로컬관광객 미식 체험 참여 활동이 재방문 의도에 미치는 영향 - 지역 애착심의 매개효과 -
An Impact of Local Tourist Gastronomy Experience Participation Activities on Revisit Intentions - Mediating Effect of Local Attachment -
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This study examines how the participation of local tourists in culinary experiences affects their intention to revisit and their attachment to the region, as well as the extent to which regional attachment mediates the relationship between participation in culinary experiences and the intention to revisit. We selected local tourists who participated in three representative culinary experiences in the central regions of Jeollabuk-do Special Self-Governing Province: Jeonju Bibimbap Festa, Gunsan Jjambbong Festival, and Iksan NS Food Food Festa. The analysis method was statistical processing of collected data, followed by data coding, using the SPSS WIN. 24.0 and AMOS 22.0 statistical package programs. Analysis results, Data collection was conducted through a field survey targeting adult men and women from April 1 to July 10, 2025, and a total of 303 valid samples (96.1%) were used for analysis. Firstly, the relationship between the aesthetic experience, educational experience, playful experience, and deviant experience factors of local tourist gastronomy experience participation activity factors and revisit intention was found to have a significant positive (+) effect. Secondly, the relationship between the aesthetic experience, educational experience, playful experience, and deviant experience factors of local tourist gastronomy experience participation activity factors and regional attachment was found to have a significant positive (+) effect. Thirdly, the relationship between regional attachment and revisit intention was found to have a significant positive (+) effect. Fourth, regional attachment showed a mediating effect on the relationship between the aesthetic experience, educational experience, playful experience, and deviant experience factors of gastronomy experience participation activity factors and revisit intention. It is necessary to develop a gastronomic experience tourism product targeting local tourists and establish a marketing strategy to attract sustainable tourists.
Abstract
This study examines how the participation of local tourists in culinary experiences affects their intention to revisit and their attachment to the region, as well as the extent to which regional attachment mediates the relationship between participation in culinary experiences and the intention to revisit. We selected local tourists who participated in three representative culinary experiences in the central regions of Jeollabuk-do Special Self-Governing Province: Jeonju Bibimbap Festa, Gunsan Jjambbong Festival, and Iksan NS Food Food Festa. The analysis method was statistical processing of collected data, followed by data coding, using the SPSS WIN. 24.0 and AMOS 22.0 statistical package programs. Analysis results, Data collection was conducted through a field survey targeting adult men and women from April 1 to July 10, 2025, and a total of 303 valid samples (96.1%) were used for analysis. Firstly, the relationship between the aesthetic experience, educational experience, playful experience, and deviant experience factors of local tourist gastronomy experience participation activity factors and revisit intention was found to have a significant positive (+) effect. Secondly, the relationship between the aesthetic experience, educational experience, playful experience, and deviant experience factors of local tourist gastronomy experience participation activity factors and regional attachment was found to have a significant positive (+) effect. Thirdly, the relationship between regional attachment and revisit intention was found to have a significant positive (+) effect. Fourth, regional attachment showed a mediating effect on the relationship between the aesthetic experience, educational experience, playful experience, and deviant experience factors of gastronomy experience participation activity factors and revisit intention. It is necessary to develop a gastronomic experience tourism product targeting local tourists and establish a marketing strategy to attract sustainable tourists.