Journal of Nutrition and Health

The Korean Nutrition Society (한국영양학회)
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Analysis of consumers' needs and satisfaction related to food culture in Jeonju Hanok Village: Application of the Push-Pull factor theory

전주 한옥마을 음식문화에 대한 소비자 요구도 및 만족도 분석 : Push-Pull factor theory를 적용하여

  • Na, Hee Ra (Department of Food and Nutrition, Kookmin University) ;
  • Park, Eun Ju (Department of Food Nutrition and Biotechnology, Kyungnam University) ;
  • Yang, Soo Jin (Department of Food and Nutrition, Seoul Women's University) ;
  • Cha, Youn-Soo (Department of Food Science and Human Nutrition, Chonbuk National University) ;
  • Lee, Min A (Department of Food and Nutrition, Kookmin University)
  • 나희라 (국민대학교 식품영양학과) ;
  • 박은주 (경남대학교 식품영양생명학과) ;
  • 양수진 (서울여자대학교 식품영양학과) ;
  • 차연수 (전북대학교 식품영양학과) ;
  • 이민아 (국민대학교 식품영양학과)
  • Received : 2017.02.28
  • Accepted : 2017.04.11
  • Published : 2017.04.30
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Abstract

Purpose: The purposes of this study were to analyze visitors' food needs and identify the Push-Pull factor in Jeonju Hanok Village. Methods: A questionnaire was developed based on previous research to survey Korean adults who visited Jeonju city. A total of 580 questionnaires were used for the analysis. Results: Most of the subjects who visited Jeonju Hanok Village had food purchase experiences in Jeonju Hanok Village (96.4%). 'Traditional Korean food (26.5%)' was the most purchased food, followed by 'foreign food (25.8%)' and 'Korean food combined with foreign food (16.8%)'. Satisfaction of food purchases (3.35 points) was higher than average. The primary reason for satisfaction was 'the food is delicious (23.0%)', and the reason for dissatisfaction was 'the food is expensive (48.1%)'. In the push and pull factor analysis for identifying visit motivation, 'local food seeking', 'experience seeking', 'relaxation seeking', and 'friendship seeking' were push factors while 'traditional culture', 'facility convenience', 'experience activity', and 'food experience' were pull factors. There was a significant correlation between the push and pull factors. Regression analysis showed that all push factors influenced satisfaction. However, among pull factors, only 'food experience' and 'traditional culture' influenced satisfaction. Conclusion: In conclusion, this study indicates that food-related factors are destination characteristics (Pull factor) influencing intrinsic visit motivation (Push factor) and satisfaction. It is necessary to develop various food tourism products to satisfy visitors' needs and continuous visits in Jeonju Hanok Village. This study suggests the importance of research on food factors and provides useful basic data to establish positioning strategies for food cultural development in Jeonju Hanok Village.

최근 음식상품 특화 필요 지역인 전주 한옥마을의 방문객이 증가함에 따라 전주 향토 음식의 상품 개발이 지속적으로 추진되고 있다. 이에 본 연구는 전주 한옥마을 내 방문객의 음식 구매 현황과 방문 동기, 만족도 간의 영향관계를 분석하여 전주 한옥마을 내 건강한 음식문화 형성에 기여하고자 하였다. 선행연구를 바탕으로 개발한 설문조사지를 이용하여 전주시 방문 경험이 있는 한국 성인 590명을 대상으로 설문조사를 수행하였으며 그 중 총 580부가 분석에 이용되었다. 그 결과, 전주 한옥마을 방문 경험이 있는 연구대상자 (n = 508)의 전주 한옥마을 내 음식 구매경험은 '있다 (96.4%)'가 '없다 (3.6%)'보다 높게 나타났으며, 구매 음식 유형은 '전통 한식 (26.5%)', '외국 음식 (25.8%)', '한국 식재료를 포함한 외국 음식 (16.8%)' 순으로 나타나 전주 한옥마을 내에서 다양한 음식 상품을 구매한 것으로 나타났다. 음식 구매 만족도 (3.35점)는 보통 이상으로 나타났으며 만족 이유는 '음식이 맛있어서 (59.6%)', '다양한 음식을 맛볼 수 있어서 (29.8%)' 순으로, 불만족 이유는 '음식의 가격이 비싸서 (48.1%)', '음식이 맛없어서 (19.5%)' 순으로 높은 응답률을 보였다. 방문객의 방문 동기를 추진 요인과 유인 요인으로 구분하여 분석한 결과, 추진 요인으로 '지역음식추구', '경험추구', '휴식추구', '친목추구' 요인이 도출되었으며 유인 요인으로 '전통문화', '시설편리', '체험활동', '음식경험' 요인이 도출되었다. 추진-유인 요인 간의 상호연관성 분석 결과, 유의한 상관관계가 있는 것으로 나타났으며 그 중 유인 요인인 '음식경험' 요인이 추진 요인인 '지역음식추구', '휴식추구', '친목추구' 요인에 가장 높은 상관관계가 있는 것으로 나타났다. 추진-유인 요인과 방문 만족도간의 영향 관계 분석 결과, 모든 추진 요인이 만족도에 영향을 미치는 것으로 나타났으며 유인 요인은 '음식경험', '전통문화' 요인만이 만족도에 영향을 미치는 것으로 나타났다. 이에 본 연구에서는 전주 한옥마을 방문객의 음식 구매 만족도, 만족-불만족 이유를 분석하여 전주 한옥마을 내 음식문화 형성의 방향성을 제시하였으며, 전주 한옥마을 내 음식 요인이 방문객의 내재적 방문동기 (추진 요인)와 만족도에 영향을 주는 요인임을 밝혀내었다. 이를 통해 전주 한옥마을의 음식 요인 관련 연구의 중요성을 시사하였으며 전주 한옥마을 음식 문화 포지셔닝 전략 수립에 유용한 기초자료를 제공하여 전주 한옥마을의 건강한 음식문화 형성에 기여하고자 하였다.

Keywords

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