Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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The Benefit Sought Segmentation of Food Tourists - Local Food and Farm Restaurant' Visitors -

추구편익에 따른 음식관광 시장세분화 - 로컬푸드 및 농가 레스토랑 방문객을 대상으로 -

  • 박덕병 (공주대학교 산업과학대학 지역개발학부) ;
  • 이민수 (전북연구원)
  • Received : 2016.08.10
  • Accepted : 2016.09.12
  • Published : 2016.09.30
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Abstract

Food is one of the essential elements of the tourist experiences. The study aims to segment food tourists for benefit sought. This study attempted to segment tourists who had experienced local food at tourist destinations by their benefit sought to meet local food. A self-administered survey was obtained from 498 visitors in the study areas. Results from the factor analysis show that the most explained variances of benefit sought were food taste (17.2%) and refresh (12.9%). Five distinct segments were identified based on the benefits; family seeker (17.6%), passive seeker (15.1%), want-it-all seeker (23.1%), raw material seeker (31.8%), gastronomic seeker (12.4%). In addition, a significant difference in the characteristics of tourists who had tasted local food at tourist destinations was observed in terms of occupation, income, education, expenditure for food, and tour distance. Implications are discussed relative to marketing strategies.

Keywords

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