Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Study of a Local Festival through Differences and Responsive to the Effects of Selected Customer Lifestyle Attributes - Pocheon Beef Ribs Barbecue Festival -

라이프스타일에 따른 지역축제 선택속성이 고객유형별 차이와 고객반응에 미치는 영향에 대한 연구 - 포천 이동갈비바비큐축제 -

  • Song, Soo Ik (Dept. of Hotel Culinary Art, Daewon University College)
  • 송수익 (대원대학교 호텔조리계열)
  • Received : 2015.07.08
  • Accepted : 2015.08.10
  • Published : 2015.08.31
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Abstract

The purpose of current study was to find differences of selected attributes and visitors of responses according to their lifestyle as perceived by Pocheon Yidong-BBQ-Galbi Festival participants. Survey method was employed and total 370 data was used for statistical analysis. The results of factor analysis showed that three factors were extracted from lifestyle(Activity, Example, Commonness), and four factors were found from festival selection attribute(Food, Service, Program, Cleanliness). In addition, three clusters(Outgoing personality, Gentle character, Normal character) were extracted from the result of cluster analysis. The result of chi-square shows that selection attributes are significantly different by clusters of festival. Therefore the festival host need to focus on various kinds of BBQ along with diverse foods and activities to make attractive cultual experience festival for visitors who visited with family. Additionally, all selection attributes except clearness have significantly influence on responsive relationship. Thus, the organizer should make an effort to provide high quality of various selection attributes. Current study will be contribute to develop various and fascinating local festival expecially related to food.

본 연구는 포천 이동갈비바비큐축제에 방문한 방문객을 대상으로 식생활 라이프스타일 유형에 따라서 포천 이동갈비바비큐축제를 선택할 때 집단별 추구하는 선택속성의 차이점과 고객반응에 미치는 영향을 알아보고자 라이프스타일에 따라 분류된 군집들의 인구통계학적 특성에 따라 교차분석을 실시하였고, 군집별로 포천 이동갈비바비큐축제 차이분석과 고객반응에 미치는 영향관계를 파악하였다. 연구결과, 축제를 주최자들은 향후 축제를 기획할 때는 가족이 함께 다양한 지역적인 전통문화체험과 함께 휴식을 취할 수 있는 프로그램이 필요하며, 현재 영업하고 있는 축제장의 음식점은 가격이 비싼 바비큐 음식보다는 가족이 쉽게 이용할 수 있는 적당한 가격의 바비큐메뉴를 개발해야 할 것이다. 축제 선택속성에 따른 고객반응에서는 청결은 기각되었다. 자연경간이 뛰어난 포천 이동갈비바베큐축제의 특성을 고려해볼 때 청결은 의미가 없는 것으로 판단된다. 따라서 타 지역의 축제와는 성격을 달리하는 자연과 함께 하는 체험프로그램을 개발해야할 것이다.

Keywords

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