Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

Experiential Value, Attitude, Repurchase Intention of Heotjesabap(Dishes for a Fake Jesa) as Local Food - Focused on a Moderating Effect of Storytelling Experiences -

향토음식 헛제사밥의 경험가치, 태도 및 재구매의도에 관한 연구 - 스토리텔링 체험의 조절효과를 중심으로 -

  • Kang, Jai-Goo (School of Hotel & Tourism Management, Dongguk University at Gyeongju Campus) ;
  • Ha, Dong-Hyun (School of Hotel & Tourism Management, Dongguk University at Gyeongju Campus)
  • 강재구 (동국대학교 경주캠퍼스 호텔관광경영학부) ;
  • 하동현 (동국대학교 경주캠퍼스 호텔관광경영학부)
  • Received : 2014.07.10
  • Accepted : 2014.08.10
  • Published : 2014.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to identify whether there are causal relationships among experiential value, attitude and repurchase intention and whether the moderating role of storytelling experiences can be existed in the relationships between experiential value and repurchase intention, and between attitude and repurchase intention, focusing on Heotjesabap, dishes for a fake memorial ceremony, as a local food. Also, this study aims to identify whether there can be significant differences in experiential value, attitude and repurchase intention among the tourists who have storytelling experiences and those who do not have storytelling experiences of Heotjesabap. Based on total 211 samples obtained from the empirical research, the research findings are as follows. Firstly, tourists who have storytelling experiences of Heotjesabap have significantly greater experiential value, attitude and repurchase intention than those who do not. Secondly, experiential value positively affects attitude and attitude positively affects intention to repurchase Heotjesabap. Thirdly, the tourists who have storytelling experiences have a greater causal intensity than those who do not in the relationship between attitude and repurchase intention. These research findings show that there should be some changes for Heotjesabap, for example, better taste etc. to attract tourists to repurchase it. Limitations and further research directions are also discussed.

본 연구는 안동지역을 방문하여 향토음식으로서의 헛제사밥을 구매한 관광객을 대상으로 헛제사밥에 대한 스토리텔링 체험이 있는 집단과 그렇지 않은 집단으로 나누어, 첫째, 이 두 집단 사이에 지각된 경험가치, 태도, 재구매의도에서 차이가 나는지를, 둘째, 전체 집단을 대상으로 지각된 경험가치가 태도와 재구매의도 각각에, 또한 태도가 재구매의도에 미치는 인과관계 영향을, 셋째 경험가치와 태도 각각이 재구매의도에 미치는 인과관계에서 스토리텔링 체험유무가 조절역할을 하는지를 파악하고자 하였다. 설문지를 사용하여 211명의 표본으로부터 실증 분석한 결과 다음과 같은 결과를 얻었다. 첫째, 헛제사밥에 대한 스토리텔링 체험이 있는 관광객들은 스토리텔링이 없는 관광객들보다 경험가치, 태도, 재구매의도에서 유의적으로 평균값이 높았다. 둘째, 전체 관광객들이 가지고 있는 헛제사밥에 대해 가지고 있는 경험가치는 태도에 그리고 태도는 재구매의도에 유의적으로 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 헛제사밥에 대한 스토리텔링 체험을 가지고 있는 관광객들은 스토리텔링 체험을 가지고 있지 않은 관광객들보다 태도가 재구매의도에 미치는 인과관계의 강도에서 유의적으로 높은 것으로 나타났다. 이러한 연구결과는 향토음식으로서의 헛제사밥이 많은 관광객들이 재구매하도록 하기 위해서 맛과 스토리텔링 등에서 변화를 꾀하여 메뉴로서의 가치를 높일 필요가 있다. 또한 본 연구의 한계와 미래의 연구 방향이 논의되었다.

Keywords

References

  1. 김민주 (2003). 성공하는 기업에는 스토리가 있다, 청림출판, 15-25, 서울.
  2. 김훈철, 장영렬, 이상훈 (2008). 브랜드 스토링텔링의 기술 : 강력한 브랜드는 스토리가 만든다, 멘토르, 146-154, 서울.
  3. Kim BK (2014). Influence of storytelling of Franchise Restaurants Brand Attitudes : Sensation Seeking as a Control Variable. MS Thesis, Hong Ik University 55-57, Seoul.
  4. 이재마 (2010). 헛제사밥. 전기전자재료 23(4):72-73.
  5. 전기환 (2004). 안동 하회마을과 헛제사밥. 건강소식 28(11): 36-37.
  6. 최혜실 외 (2007). 문화산업과 스토리텔링, 다할미디어, 10-13, 서울.
  7. 향토문화전자대전. http://www.grandculture.net.
  8. Aikman SN, Crites SL Jr, Fabrigar LR (2006). Beyond affect and cognition : Identification of the informational bases of food attitudes. Journal of Applied Social Psychology 36(2):340-382. https://doi.org/10.1111/j.0021-9029.2006.00011.x
  9. Armitage CJ, Conner M (2001). Efficacy of the theory of planned behaviour : A meta-analytic review. British Journal of Social Psychology 40(4):471-499. https://doi.org/10.1348/014466601164939
  10. Baggett PD (1994). Social work students' attitudes toward the poor, The University of Tennessee, Ph. D. Dissertation, 216-232.
  11. Bagozzi RP (1983). A holistic methodology for modelling consumer response to innovation. Operations Research 31(1):128-176. https://doi.org/10.1287/opre.31.1.128
  12. Bjork P (1998). The value of green labels : A consumer perspective. Research Papers LTA 3/98: 273-287.
  13. Bower JA, Saadat MA, Whitten C (2003). Effect of liking, information and consumers characteristics on purchase intention and willingness to pay more for fat spread with a proven health-benefit. Food Quality and Preference 14(1):16-74.
  14. Change H, Liu Y (2009). The impact of brand equity on brand preference and purchase intention in the service industries. The Service Industries Journal 29(12):1687-1706. https://doi.org/10.1080/02642060902793557
  15. Chen C, Tsai DC (2007). How destination image and evaluation factors affect behavioral intentions. Tourism Management 28(4):1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
  16. Choi HM, Lee HR (2011). The effect of coffee shop customers' experiential value on brand attitude and brand loyalty : A focus on the moderating effect of brand nationality. Journal of Tourism Sciences 35(3):243-266.
  17. Choi JS, Park HS (2009). A case study on storytelling application of native local foods. Korean Journal of Food Culture 24(2):137-145.
  18. Choi KH (2004). A study on the structural relationship of coupon, attitude and purchase intention in family restaurant. Journal of Convention Science 7:99-117.
  19. Choi WS, Lee SB (2012). The effect of servicescape of an eco-friendly restaurant on customer perceived value, attitude and behavior intention. The Korean Journal of Culinary Research 18(5):45-62.
  20. Dabholhar PA, Bagozzi R (2002). An attitudinal model of technology-based self-service : Moderating effects of consumer traits and situational factor. Journal of the Academy of Marketing Science 30(3):184-201. https://doi.org/10.1177/0092070302303001
  21. Dreezens E, Martijn C, Tenbult P, Kok G, de Varies N (2005). Food and values : An examination of value underlying attitudes toward genetically modified-and organically grown food products. Appetite 44(1):115-122. https://doi.org/10.1016/j.appet.2004.07.003
  22. Eagly A, Chaiken S (1993). The Psychology of Attitudes. Harcourt Brace Jovanovich, 695-715, Fort Worth.
  23. Fishbein M, Ajzen I (1975). Belief, Attitude, Intention and behaviour : An Introduction to Theory and Research. Addison-Wesley, 64-79, Reading.
  24. Grunert S, Juhl H (1995). Values, environmental attitude, and buying of organic foods. Journal of Economic Psychology 16(1):39-62. https://doi.org/10.1016/0167-4870(94)00034-8
  25. Hansen T (2008). Consumer values, the theory of planned behavior and online grocery shopping. International Journal of Consumer Studies 32(2):128-137. https://doi.org/10.1111/j.1470-6431.2007.00655.x
  26. Holbrook MB (1994). The nature of customer value : An axiology of services in the consumption experience. In RL Oliver and RT Rust(eds). Service quality: New directions in theory and practice. Sage, 21-71, London.
  27. Honkanen P, Verplanken B, Olsen SO (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behavior 5(5):420-430. https://doi.org/10.1002/cb.190
  28. Hyun KS, Han JS (2009). The influence of hotel services physical environment on customer value and behavioral intention. International Journal of Tourism and Hospitality Research 33(2): 327-347.
  29. Hyun YH, Nam JH, Huh HJ (2006). Identification of dimensionality of brand equity, brand attitude, and revisit intent : A case study of family restaurants. Journal of Foodservice Management Society of Korea 30(6):339-360.
  30. Im YJ (2008). Research models based on the theory of planned behavior for predicting foreign tourists' behaviour toward Korean Wave cultural contents. Ph. D. Dissertation, Sejong University 105-112, Seoul.
  31. In SH, Suh KY (2013). Mediating effects of trust on the relationship between the perceived value of customer and revisit intention in the coffee-shop restaurant. International Journal of Tourism and Hospitality Research 27(2):281-296.
  32. Jensen R (1999). The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business, McGraw-Hill, 176-185, New York.
  33. Jhun JY, Lee AJ (2010). A study on brand image perception of brand recognition by brand logo localization factor : A study based on MaCDonald's case. Journal of Foodservice Management Society of Korea 13(2):33-35.
  34. Jin YH, Rue HS (2013). An effect of brand familiarity and personal experience of corporate social responsibility in food service company on brand attitude and repurchase intention. International Journal of Tourism and Hospitality Research 27(3):129-142.
  35. Ju YH (2007). A Study of perceived value's effect on satisfaction and loyalty : An application to overseas golf travellers. International Journal of Tourism and Hospitality Research 21(2):325-337.
  36. Kandampully J, Suhartanto D (2000). Customer loyalty in the hotel industry : The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management 12(6):346-351. https://doi.org/10.1108/09596110010342559
  37. Kang JG, Lee JH (2011). A study on relation among perceived value, attitude, and behavior intention according to yes or no recognition of native local foods' storytelling. Journal of Tourism & Leisure 23(1):317-334.
  38. Kim BK (2014). Influence of storytelling of franchise restaurants brand attitudes : Sensation seeking as a control variable. MS Thesis, Hong Ik University 55-57, Seoul.
  39. Kim DY (2009). A study of the influence of wine storytelling on brand recognition and purchasing behavior. MS Thesis, Kyung Hee University 84-85, Seoul.
  40. Kim DY, Seo JW (2014). The influence of wine storytelling on brand recognition and purchasing behavior. Journal of Tourism and Leisure Research 24(1):513-532.
  41. Kim HJ (2012). Tourism destination storytelling, experiential values, perception of tourism destination attractiveness and behavioral responses. Ph. D. Dissertation, Woosong University 120-126, Daejeon.
  42. Kim JH, Jin YH (2008). A study on the excavation of reputable family foods of Gwangju and JeollaNam-do, and tourism commercialization based on historic storytelling. Journal of Foodservice Management Society of Korea 11(3):25-47.
  43. Kim SJ, Kim SH, Kim EK (2008). A study of the effect of perceived wine value on customer satisfaction, trust, repurchase intention. Journal of Foodservice Management Society of Korea 11(2):221-241.
  44. Kotler P (2003). Marketing Management 11th ed. Prentice-Hall, 273-403, Upper Saddle River.
  45. Lee CW, Cho WC, Bae SI (2012). An effect of cause-related marketing in food service company on brand attitude and purchase intention. Journal of Foodservice Management Society of Korea 15(6):53-72.
  46. Lee HS, Lim JH (2007). Structural Equation Modelling with AMOS 6.0. Paju Bomunsa, 135, Paju.
  47. Lee IS (2012). Study on effect of awareness of Korean homemade food-service brand image on attitude and loyalty. International Journal of Tourism and Hospitality Research 26(4):403-415.
  48. Lee YJ (2006). The Impact of recognition for local food on the frequency visiting for local food restaurants. The Korean Journal of Culinary Research 22(6):840-848.
  49. Mathwick C, Malthotra NK, Rigdon E (2001). Experiential value : Conceptualization, measurement and application in the catalog and internet shopping environmental. Journal of Retailing 77(1): 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2
  50. Moon SS, Lim KR, Kang BN (2009). A study on the effect of delivery service quality of customer satisfaction and brand image, customer loyalty : Focusing on pizza restaurant. Journal of Foodservice Management Society of Korea 12(4):393-413.
  51. Nowacki MM (2009). Quality of visitors attractions, satisfaction, benefits and behavioral intention of visitors : Verification of a model. International Journal of Tourism Research 11(3):297-309. https://doi.org/10.1002/jtr.689
  52. Olsen SO, Heide M, Dopico DC, Toften K (2008). Explaining intention to consume a new fish product: A cross-generational and cross-cultural comparison. Food Quality and Preference 19(7):618-627. https://doi.org/10.1016/j.foodqual.2008.04.007
  53. Parasuraman A, Grewal D (2000). The impact of technology on the quality-value-loyalty chain : A research agenda. Journal of Academy of Marketing Science 4(2):102-110.
  54. Park AR (2010). The effect of storytelling on purchasing behavior in local restaurants by consumption values. MS Thesis, Ewha Womans University 63-66, Seoul.
  55. Park AR, Cho MS (2010). The effect of storytelling on purchase behavior in local food restaurant. Journal of the Korean Society of Dietary Culture 25(6):764-769.
  56. Park JG (2006). A study on the method of development of Korean native local foods' business, Ph. D. Dissertation. Dongguk University, 68, Seoul.
  57. Park JH (2006). The effect on safety behavior of accident prevention education program based on the theory of planned behavior : Focusing on students majoring in dental technician. Ph. D. Dissertation, Ewha Womans University, 86-90, Seoul.
  58. Patch CS, Tapsell LC, Williams PG (2005). Attitudes and intentions toward purchasing novel foods enriched with Omega-3 Fatty Acids. Journal of Nutrition Education & Behaviour 37(5): 235-241. https://doi.org/10.1016/S1499-4046(06)60277-7
  59. Rokeach M (1973). The Nature of Human Values. Free Press, 169, New York.
  60. Scholderer J, Grunnert KG (2001). Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish. Aquaculture Economics and Management 5(5/6):253-272. https://doi.org/10.1080/13657300109380293
  61. Seo GJ (2012). An analysis on the food service behavior of silver consumers in the hotel restaurant : With application of the extended theory of planned behavior, Ph. D. Dissertation, Kyunggi University vi-viii, Seoul.
  62. Shon JK (2011). The Effect of cognition at regional area on image, attitude & intention of behavior-focus on Korea food consumer behavior. Journal of Foodservice Management Society of Korea 14(4):321-336.
  63. Sin HR (2011). An Effect of storytelling based message strategy upon purchase intention : Focusing on jewelry products. MS Thesis, Kyonggi University 75-77, Seoul.
  64. Song YA, Jeon KH (2012). The effects of storytelling of local food on attitudes toward brands : Focusing on attribute, knowledge and context. Journal of Foodservice Management Society of Korea 15(5):139-161.
  65. Tudoran A, Olsen SO, Dopico DC (2009). The effect of health benefit information on consumers health value, attitudes and intentions. Appetite 52(3):568-579. https://doi.org/10.1016/j.appet.2009.01.009
  66. Vaske JJ, Donally MP (1999). A value-attitude-behavior model predicting wild land preservation voting intentions. Society & Natural Resources 12(6):523-537. https://doi.org/10.1080/089419299279425
  67. Verplanken B, Holland RW (2002). Motivated decision-making : Effects of activation and selfcentrality of values on choices and behavior. Journal of Personality and Social Psychology 82(4):434-447. https://doi.org/10.1037/0022-3514.82.3.434
  68. Vinson DE, Scott JE, Lamont LM (1977). The role of personal values in marketing and consumer behavior. Journal of Marketing 41(2):44-50.
  69. Woodall T (2003). Conceptualizing value for the customer. Academy Marketing Science Review 12(1):1-42. https://doi.org/10.1080/12297119.2003.9707202
  70. Zeithaml VA, Berry LL, Parasuraman A (1996). The behavioral consequences of service quality. Journal of Marketing 60(4):31-46.