2020년 외식 활성화 캠페인 영향 분석
Analyzing the Impact of the 2020 Eating Out Promotion Campaign
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초록
본 연구는 정부의 2020년 외식 활성화 캠페인 정책에 따른 외식 소비 변화를 분석하여 코로나19에 대응한 소비촉진 정책의 효과를 평가함으로써 향후 유사한 소비 활성화 정책을 설계할 때 참고할 수 있는 기초 자료를 제공하는 것을 목적으로 한다. 이를 위해 본 연구는 카드사의 결제 실적을 외식 활성화 캠페인에 응모한 소비자의 외식업 카드 결제실적과 응모하지 않은 소비자의 외식업 카드 결제 실적으로 구분한 패널 데이터를 분석하여 외식 활성화 캠페인의 효과를 평가했다. 분석 결과, 외식 활성화 캠페인은 소비자들의 외식업 소비를 늘리는 데 긍정적인 영향을 준 것으로 나타났는데, 비대면 방식 캠페인의 효과가 대면 방식 캠페인의 효과보다 더 컸던 것으로 나타났다.
Abstract
This study examines the impact of consumption promotion policies implemented in response to COVID-19 by analyzing changes in eating out consumption following the Korean government's 2020 Eating Out Promotion Campaign (EOPC). The objective of this study is to provide a foundation for designing similar consumption promotion policies in the future. To achieve this, we analyzed panel data on the restaurant card payment records of card companies, separating consumers who participated in the EOPC and those who did not participate to assess the effects of the EOPC. The findings show that the campaign had a positive influence on increasing eating out consumption. Also, it was observed that the effect of the non-face-to-face campaign was greater than that of the face-to-face campaign.
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