Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

Study on Sense of Perceived Risk, Involvement, Satisfaction, and Loyalty of a Tourist Family for a Local Food Restaurant

가족 관광객의 향토음식에 대한 지각된 위험, 관여도, 만족과 충성도에 관한 연구

  • Kim, Jung-Hyon (Dept. of Tourism & Food Service Cuisine, Cheju Tourism College) ;
  • Lee, Young-Ran (Dept. of Tourism Management, Jeju National University) ;
  • Cho, Moon-Soo (Dept. of Tourism Management, Jeju National University)
  • 김정현 (제주관광대학 관광외식조리계열) ;
  • 이영란 (제주대학교 관광경영학과) ;
  • 조문수 (제주대학교 관광경영학과)
  • Received : 2010.08.03
  • Accepted : 2010.10.17
  • Published : 2010.10.31
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Abstract

This study aimed to determine a tourist family's perceptions of dining at a holiday destination. A key assumption of this study was that dining at an unfamiliar locale at a tourist resort is engaging in risk-taking behavior by the tourist family. In this unfamiliar setting, participation in the local food market takes on a significant role in the tourist family's sense of satisfaction and loyalty. For the purpose of this study, involvement pertains to the family's perceived relevance of the objective of this study based on inherent needs, values, and interests. For this study, 151 subjects vacationing with his/her family on Jeju Island participated. To perform research on perceived risk and involvement in terms of the decision maker's capacity, only one member of each family responded to the survey, which examined the impact on sense of satisfaction of perceived risk and involvement in the local food scene. Perceived risks were divided according to financial, performance, physical, social-psychological, and time-risk factors. Perceived risk and involvement were found to be significant predictors of the overall satisfaction of the tourist family's local food consumption. Furthermore, performance risk was determined to be significantly linked to the tourist family's dining sense of satisfaction and loyalty. These findings provide some meaningful marketing implications for Jeju Island's tourism industry. Reducing the performance risk and increasing the local food involvement may activate rural tourism and local food consumption. Theoretical and practical contributions to local food marketing are discussed.

Keywords

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