Culinary science and hospitality research (한국조리학회지)
- Volume 12 Issue 2 Serial No. 29
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- Pages.137-150
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- 2006
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
Assessing Preference for Leaf Mustard Kimchi using Conjoint Model
돌산지역 갓김치의 관광 상품에 대한 관광객의 선호도에 미치는 영향 요인 평가
- Jeong, Hang-Jin (Dept. of Cooking Science, Sunchon National University) ;
- Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University)
- Published : 2006.06.30
Abstract
The aim of this study was to determine the relative importance of a set of attributes which influence purchase decision of leaf mustard kimchi such as color, package, taste, availability and price, and to identify tourist product factor combinations which confer the highest utility to tourists of each age group. Conjoint model was used for this study. The findings from this study were as follows. First, it was found that all age groups regarded taste and price as the very important factor. Second, it was found that the products with different attribute levels were preferred by age groups. Third, it was found that the most preferred product in each age group was significantly different by cluster. Finally, it was found that the most preferred simulation product was different by age groups.