Browse > Article
http://dx.doi.org/10.17495/easdl.2016.8.26.4.346

Development of Jeju Local Food Tour Package and Economic Value Estimation based on Contingent Valuation Method  

Ahn, So-jung (Hotel & Restaurant Management, Graduate School, Sookmyung Women's University)
Yoon, Ji-young (Dept. of Le Cordon Bleu Hospitality Management, Culture and Tourism Division, Sookmyung Women's University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.26, no.4, 2016 , pp. 346-358 More about this Journal
Abstract
Local food reflects the identity and image of a specific region. It is also a core element for determining tourists' experience of a region. The purpose of the present study was to develop a Jeju food tour package using local foods and estimate the economic value of the suggested tour package using Contingent Valuation Method (CVM). Five food tour packages were developed by researchers. In order to modify and measure the value of each package, an expert panel survey was conducted, and 'package 5' was selected as a food tour scenario for the tourist survey. A survey was conducted on 295 domestic tourists who visited Jeju within the past 10 years in order to evaluate the economic value and feasibility of the Jeju food tour package. A total fo 72.9% of respondents answered that they were willing to pay for the Jeju local food tour, and the willingness to pay (WTP) range was between ￦45,000 and ￦105,000. The primary factors correlated with WTP was food expenses, followed by leisure experience expenses, interest in local foods, education level, visit frequency and age. The WTP of the Jeju local food tour was calculated with the significantly affected factors using stepwise regression model. The result of the present study reveal that tourists' WTP increased with higher food expenses, education level, and age group. The average value of food expenses, education level, and age were substituted into the formula derived from the regression analysis, yielding 58,385.752 KRW as the WTP. The expected economic value created by exploiting the Jeju local food tour was shown to be 700 billion KRW per year, calculated by multiplying WTP of the food tour packages by the number of tourists. This study examined the feasibility and plan of the food tour package to increase the economic value of Jeju local food. In the case of the culinary tour program based on Jeju local food launching, the estimated economic effect was great. Therefore, in-depth research to merchandise the Jeju local food tour program is needed.
Keywords
Culinary tour; local food; Jeju; contingent valuation method (CVM); willing to pay (WTP);
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Kim EH, Lee MA (2010) A study on the consumer perception and factor analysis of food tourism. Korean J Community Nutr Res 15(1): 83-93.
2 Kim HY, Kim SS (2003) Estimating the use value of Hwaseong castle: A contingent valuation aproach. J Tourism Sci 27(3): 157-172.
3 Kim HS (2012) A study on local residents' attitude of impact toward local tourism development by utilizing storytelling. Cult & Tourism Res 14(2): 71-81.
4 Ko BS, Kang SW (2004) A study on perception of regional food in Dae-gu area. Korean J Culin Res 10(4): 15-30.
5 Korean Statistical Information Service (2010) List of local tourist visitors. Available from: Accessed http://kosis.kr/.June 06, 2015.
6 Lee CK, Cho YM (2004) Valuation of experiential tourism using a contingent valuation method. Korea J Tourism & Hospitality Res 18(2): 217-232.
7 Lee DW, Lee HR (2008) The relationship between the restaurateur's perceived benefits and local food development: Focus on Kangwon and Yeoungseo area. Korea Academic Society of Tourism Management Autumn Conference, Seoul, Korea. pp 158-172.
8 Lee GM (2005) SIT: Search for Alternative Future Tourism. Daewangsa, Seoul, Korea. pp 10-319.
9 Lee SA (1997) A study on Jeju local food and eating habits tool. Master's Thesis Sejong University, Seoul, Korea. pp 15-30.
10 Lee SH, Park YB (2002) Tour experience program development a utilizable cooking peculiar of an Andong locality. Korean J Culin Res 8(3): 147-168.
11 Lee SJ (2010) Strategies to vitalize food tourism as a new Korean wave content. Gyeonggi Research Institute Policy Research. pp 1-212.
12 Lee YJ (2005) A study on the preference of Korean food and revisiting intention of Japanese tourists. J East Asian Soc Diet Life 15(3): 247-256.
13 Korea Culture and Tourism Institute (2006) A white paper on leisure. pp 34-58.
14 Mackenzie J (1993). A comparison of contingent preference models. Am J Agr Econ. 75(3): 593-603.   DOI
15 Mitchell RC, Carson RT (1989) Using Surveys to Value Public Goods: The Contingent Valuation Method. Resources for the Future, Washington DC. pp 463.
16 Ministry of Cultures Sports and Tourism (2013) Korea National Tourism Survey. pp 29-62.
17 Quan S, Wang N (2004) Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tour Manage 25: 297-305.   DOI
18 Park BM, Yoon YS, Lee KH (2009) Study on the purchase intention for traditional food according to the attractiveness of traditional food as a tourism resource. J East Asian Soc Diet Life 19(5): 819-826.
19 Park CK (2011) Evaluation of resource value on rural tourism destination: Using of contingent valuation method. J Tour Manage Res 50: 79-89.
20 Park SS (2003) A verification study on the strengthening of recognition of native cuisine. Master's Thesis Gyongju University, Gyongju, Korea. pp 9-15.
21 Santich B (2004) The study of gastronomy and its relevance to hospitality education and training. Int J Hosp Manage 23: 15-24.   DOI
22 Im EJ, Lee HC (2012) Economic valuation of fair travel: Contingent valuation method. Korea J Tourism & Hospitality Res 26(3): 251-266.
23 Seo YJ, Jo LH, Lee WK (2011) The development of foodtourism to using traditional & local food. Korean J Rural Tour Res 18(1): 117-133.
24 Ulsan Development Institute (2007) A study on measuring the value of city parks in Ulsan. pp 13-41.
25 Yang TS, Oh MC (2009) A study on impacts of selection attribute of Jeju local folklore food on customers' behaviors - Focusing on customer satisfaction, re-visit, and word of mouth of Jeju tourists. J Korean Soc Food Sci Nutr 38(5): 636-643.   DOI
26 Jeju Special Selt-Governing Provincial Tourism Association (2004) Korea World Travel Fair. 2004 Jeju visitor's survey results. Available from: http://www.hijeju.or.kr/. Accessed June 06, 2015.
27 An HY, Jeon HJ, Yang TS (2009) A study on the customer behavior and recognition of Jeju regional cuisine - Focusing on customer satisfaction, revisit intention, and ward of mouth among the tourists in Jeju. Korean J Culinary Res 15(2): 93-107.
28 Chang HJ, Yang IS, Chung LN, Shin SY (2004) The study on the present status of overseas and domestic tourism products focusing on traditional foods. Korean J Food Culture 19(4): 392-398.
29 Cohen, E, Avieli N (2004) Food in tourism: Attraction and impediment. Ann Tour Res 31(4): 755-778.   DOI