MZ세대의 관광지 음식 경험이 관광지 이미지와 장소 애착에 미치는 영향-경주 황리단길을 중심으로-
The effects of the MZ generation’s destination food experience on destination image and place attachment-Focused on Hwangridan-gil in Gyeongju-
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초록
This study applied experiential value theory as antecedents of destination image and place attachment to identify the influence relationship between variables. Based on the research results, useful implications at the food tourism level were presented to improve the competitiveness of local tourism. The food tourism area targeted for sampling was selected as Hwangridan-gil, Gyeongju. The survey subjects were selected as male and female Koreans of the MZ generation aged 20 or older who had experience using a restaurant in Hwangridan-gil, Gyeongju, and a survey was conducted on site. As a result of the study, among the four factors of the experiential value of the Hwangridan-gil food experience, aesthetics, playfulness, and consumer return on investment were found to have a positive effect on the destination image. Among them, aesthetics was found to have the greatest influence on the destination image. On the other hand, the influence of service excellence on the destination image was found to be insignificant. Additionally, destination image was found to have a positive effect on place attachment. These research results contribute to the literature on food tourism and suggest the importance of food tourism for revitalizing local tourism.
Abstract
This study applied experiential value theory as antecedents of destination image and place attachment to identify the influence relationship between variables. Based on the research results, useful implications at the food tourism level were presented to improve the competitiveness of local tourism. The food tourism area targeted for sampling was selected as Hwangridan-gil, Gyeongju. The survey subjects were selected as male and female Koreans of the MZ generation aged 20 or older who had experience using a restaurant in Hwangridan-gil, Gyeongju, and a survey was conducted on site. As a result of the study, among the four factors of the experiential value of the Hwangridan-gil food experience, aesthetics, playfulness, and consumer return on investment were found to have a positive effect on the destination image. Among them, aesthetics was found to have the greatest influence on the destination image. On the other hand, the influence of service excellence on the destination image was found to be insignificant. Additionally, destination image was found to have a positive effect on place attachment. These research results contribute to the literature on food tourism and suggest the importance of food tourism for revitalizing local tourism.
참고문헌 (71)
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