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음식관광지에 대한 위험지각과 방문의도의 관계에서 관광지 음식이미지의 매개효과에 관한 연구 : 원전사고 후 일본관광지를 중심으로

Destination food image as a mediator between perceived risks and intention to visit: A case of post-disaster Japan

염선영|이애주|정지연
한국외식산업학회 (The Korean Foodservice Association)|2018.06|한국외식산업학회지 (FoodService Industry Journal)|제14권 제2호|pp. 207-228|DOI 10.22509/kfsa.2018.14.2.013

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키워드

Perceived riskIntention to visitDestination food image
주제분류관광학

초록

This study explores the effect of the Fukushima nuclear disaster on the travel intentioin and the destination food images. Destination food image has begun to influence tourist behaviour. Despite the formation ofdestination food image, perceived risk, relatively few studies indicate the effect perceived risk on the formation of destination food image, and the mediating role of destination food image. The purpose of this study is to ascertain the mediating effect that destination image has on the relationship between perceived risk and intention to visit Japan in a risky tourism destination focus on food tourism after Fukushima disaster. Using a sample of 363 tourists who were interested in overseas food tourism. Hierarchical multiple regression were used to perform the mediating role of destination image. This findings provide support for the entire hypothesis developed. The result of the relationship between variables, socio-psychological risk significantly influences on cognitive and affective destination food images. Additionally, socio-psychological and physical risk influence on intention to visit. As a mediating role of destination food image between perceived risk and intention to visit, destination food image significantly mediated the relationship between socio-psychological risk and intention to visit. Several marketing strategies concerning the management of risk perception and the appealing of the destination food image for risky destination.

Abstract

This study explores the effect of the Fukushima nuclear disaster on the travel intentioin and the destination food images. Destination food image has begun to influence tourist behaviour. Despite the formation ofdestination food image, perceived risk, relatively few studies indicate the effect perceived risk on the formation of destination food image, and the mediating role of destination food image. The purpose of this study is to ascertain the mediating effect that destination image has on the relationship between perceived risk and intention to visit Japan in a risky tourism destination focus on food tourism after Fukushima disaster. Using a sample of 363 tourists who were interested in overseas food tourism. Hierarchical multiple regression were used to perform the mediating role of destination image. This findings provide support for the entire hypothesis developed. The result of the relationship between variables, socio-psychological risk significantly influences on cognitive and affective destination food images. Additionally, socio-psychological and physical risk influence on intention to visit. As a mediating role of destination food image between perceived risk and intention to visit, destination food image significantly mediated the relationship between socio-psychological risk and intention to visit. Several marketing strategies concerning the management of risk perception and the appealing of the destination food image for risky destination.

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