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An Analysis of Factors Influencing on Temple Foods  

Kim, Yong-Moon (Dept. of Hotel Culinary Art, Hyejeon Collage)
Park, Ki-Oh (Doctor Completion in College of Hospitality and Tourism, Sejong University)
Publication Information
Culinary science and hospitality research / v.22, no.3, 2016 , pp. 240-253 More about this Journal
Abstract
The purpose of this study is to predict factors influencing participant demand for the temple stays and to help find alternatives for temple stay marketing strategies. Specifically, the study sought to examine input variables on the visit frequency of temple visitors who partook in temple food. Research subjects were temple stay participants with experience with temple food. Through convenience sampling method, 300 self-administered questionnaires were distributed to participants at 4 temple stays in Seoul. Of the 278 questionnaires collected, 232 (83%) were used for research analysis. Given that the requirement that proper model for analysing the collected data be applied, the Truncated Negative Binomial(TNB) Poisson model, which is useful for analysing count data that are truncated at '0' and overcrowded with a certain value, was selected fort his study. Study results found that, for temple stay food revitalization, the most crucial item for temple food proponents to recognize is natural food ingredients. The degree of affection was higher among respondents over 40 years of groups and with incomes over 40 million won or more than others. In addition, unmarried and male were higher than married and female, and the Christian population in the temple food demand higher impact than Shamanism community. This match should be a priority to establish an in-depth public relations policy of targeted marketing of consumers according to various demographic characteristics. Active and aggressive efforts to expand food inspection are required to promote the healthy image of the temple food to the fragmentation of consumer marketing hierarchy.
Keywords
demand of temple food; intention of temple food; temple stay;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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