Browse > Article
http://dx.doi.org/10.12653/jecd.2016.23.3.0321

The Benefit Sought Segmentation of Food Tourists - Local Food and Farm Restaurant' Visitors -  

Park, Duk-Byeong (Department of Regional Development, Kongju National University)
Lee, Minsoo (Jeonbuk Institute)
Publication Information
Journal of Agricultural Extension & Community Development / v.23, no.3, 2016 , pp. 321-334 More about this Journal
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
benefit sought; food tourism; local food; market segmentation;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 김선주, 이경희. (2012). 아시아인의 푸드네오포비아와 음식 관여도가 음식선택동기에 미치는 영향. Journal of East Asian Society for Dietary Life, 22(2), 199-207.
2 김영국, 서보원, 안태홍. (2011). 향토음식 소비동기에 따른 시장세분화에 관한 연구: 영국인 관광객을 대상으로. 관광학연구 , 35(5), 373-391.
3 남장현, 김영국. (2012). 관광객의 지역음식 소비행동과 음식 관여도 및 음식 신공포증의 관계분석. 호텔경영학연구 , 21(5), 121-138.
4 농촌진흥청. (2003). 2003 도시민 농촌관광 실태 및 선호도. 수원: 농촌진흥청.
5 농촌진흥청. (2011). 2011 도시민 농촌관광 실태조사. 수원: 농촌진흥청.
6 농촌진흥청. (2014). 2014 도시민 농촌관광 실태조사. 수원: 농촌진흥청.
7 백용창 (1999). 패밀리 레스토랑 이용고객의 구매의사결정에 관한 연구. 동아대학교 대학원 박사학위논문.
8 이민수, 박덕병, 윤유식. (2006). 농촌관광 방문객의 추구편익에 따른 시장세분화. 관광학연구 , 30(6), 219-240.
9 이민수, 박덕병. (2016). 로컬푸드 이용자의 편익추구에 따른 시장세분화. 농촌지도와 개발, 23(1), 101-114.
10 이준혁, 박헌진 (2011). 한식당 선택요인이 고객만족 및 충성도에 미치는 영향과 효율성 비교연구: 국내 한식 체인레스토랑을 중심으로. 호텔경영학연구, 20(2), 191-207.
11 Bell, R., & Marshall, D. W. (2003). The construct of food involvement in behavioral research: Scale development and validation. Appetite, 40, 235-244.   DOI
12 Bessiere, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas. Sociologia Ruralis, 38(1), 21-34.   DOI
13 Botchen, G., Thelen, E., & Pieters, R. (1999). Using means-end structures for benefit segmentation. European Journal of Marketing, 33 (1/2), 38-58.   DOI
14 Bruwer, J., Li, E., & Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of Wine Research, 13(3), 217-242.   DOI
15 Cohen, E., & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755-778.   DOI
16 Cusack, I. (2009). African cuisines: Recipes for nation building? Journal of Africa Cultural Studies, 13(2), 207-225.   DOI
17 Cutforth, F. (2000). Pacific rim cuisine. Pacific Tourism Review, 4, 45-52.
18 du Rand, G. E., & Heath, E. (2006). Towards a framework for food tourism as an element of destination marketing. Current Issues in Tourism, 9, 206-234.   DOI
19 Du Rand, G. E., Health, E., & Alberts, N. (2002). The role of local and regional food in destination marketing: A South African situation analysis. Journal of Travel and Tourism Marketing, 14(3), 97-112.   DOI
20 Everett, S., & Aitchison, C. (2008). The role of food tourism in sustaining regional identity: A case study of Cornwall, south west England. Journal of Sustainable Tourism, 16(2), 150-167.   DOI
21 정광현 (2002). 추구편익에 따른 레스토랑 이용자들의 시장세분화에 관한 연구. 관광레저연구, 14(3), 381-395.
22 통계청. (2005). 농업총조사. 대전: 통계청.
23 통계청. (2010). 농업총조사. 대전: 통계청.
24 Ahmad, R. (2003). Benefit segmentation: A potentially useful technique of segmenting and targeting older consumers. International Journal of Market Research, 45(2), 1-10.
25 Bahn, K. D., & Granzin, K. L. (1985). Benefit segmentation in the restaurant industry. Journal of the Academy of Marketing Science, 13(3), 226-247.   DOI
26 Gyimothy, S., & Mykletun, R. J. (2009). Scary food: Commodifying heritage as meal adventures in tourism. Journal of Vacation Marketing, 15(3), 259-273.   DOI
27 Hall, C. M., & Mackonis, N. (1998). Wine tourism in Australia and New Zealand. In Butler, R. W., Hall, C., & Jenkins, J. (eds), Tourism and Recreation in Rural Areas (pp. 197-224). Wiley.
28 Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2005). Multivariate date analysis (6 ed.). Upper Saddle River, NJ: Prentice Hall.
29 Hall, C. M. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In Hall, C. M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. Food tourism: Around the world (pp. 2-24). New York: Butterworth- Heinemann.
30 Hjalager, A. M., & Richards, G. (2002). Still undigested: Research issues in tourism and gastronomy. In Hjalager, A. M., & Richards, G. Tourism and gastronomy. London: Routledge.
31 Hall, C. M., & Mitchell, R. (2000). We are what we eat: Food, tourism and globalization. Tourism, Culture and Communication, 2, 29-37.
32 Hall, C. M., & Sharples, L. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In Sidali, K. L., Spiller, A., & Schulze, B. (2011). Food, agri-culture and tourism: Linking local gastronomy and rural tourism: Interdisciplinary perspectives (pp. 1-24). Kiel, Germany: Springer.
33 Henriksen, P. F., & Halkier, H. (2014). Feeding countryside tourists: Exploring collaborative actor strategies in rural Denmark. In Dashper, K. (ed.) Rural tourism: An international perspective (pp. 250-266). Newcastle upon Tyne, UK: Cambridge Scholars Publishing.
34 Hjalager, A., & Corigliano, M. A. (2000). Food for tourists: Determinants of an image. International Journal of Tourism Research, 2, 281-293.   DOI
35 Kastenholz, E., Davis, D., & Paul, G. (1999). Segmenting tourism in rural areas: The case of Bornholm, Denmark. Journal of Travel Research, 40(3), 316-327.   DOI
36 Ilbery, B., Morris, C., Buller, H., Maye, D., & Kneafsey, M. (2005). Product, process and place: An examination of food marketing and labelling schemes in Europe and North America. European Urban and Regional Studies, 12(2), 116-132.   DOI
37 Jang, S. C., Ha, A., & Silkes, C. A. (2009). Perceived attributes of Asian foods: From the perspective of the American customers. International Journal of Hospitality Management, 29(1), 63-70.
38 John, A. G., Horsefall, A., Sunny, I. R. (2012). Behavioral-based segmentation and marketing success: An empirical investigation of fast food industry. European Journal of Business and Management, 4(15), 56-65.
39 Johns, N., & Gyimothy, S. (2002). Market segmentation and the prediction of tourist behavior: The case of Bornholm, Denmark. Journal of Travel Research, 40(3), 316-327.   DOI
40 Karim, S. A., & Chi, C. G. (2010) Culinary tourims as a destination attraction: An empirical examination of destinations' food image. Journal of Hospitality Marketing & Management, 19(6), 531-555.   DOI
41 Kim, Y. G., & Eves, A. 2012. Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management, 33, 1458-1467.   DOI
42 Kivela, J., & Crotts, J. C. (2005). Gastronomy tourism: A meaningful travel market segment. Journal of Culinary Science & Technology, 4(2/3), 39-55.
43 Kotler, P., & Turner, R. E. (1993). Marketing management. New York: Prentice Hall.
44 Lewis, R. C. (1980). Benefit segmentation: for restaurant advertising that works. Cornell Hotel and Restaurant Administration Quarterly, 21(6), 6-12.
45 Park, D. Lee, H., & Yoon, Y. (2014). Understanding the benefit sought by rural tourists and accommodation preferences: A South Korea case. International Journal of Tourism Research, 16, 291-302.   DOI
46 Long, L. M. (2010). Culinary tourism. Lexington. KY: The University Press of Kentucky.
47 Marshall, D. W., & Bell, R. (2004). Relating the food involvement scale to demographic variables, food choice and other constructs. Food Quality and Preference, 15, 871-879.   DOI
48 Middleton, V. T. C., & Clarke, J. (2001). Marketing in travel and tourism (3rd ed). New York: Butterworth- Heinemann.
49 Mitchael, H., & Hall C. M. (2003). Consuming tourists: Food tourism consumer behaviour. In Hall, C. M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. Food tourism: Around the world (pp. 60-80). Burlington, MA: Butterworth-Heinemann.
50 Molera, L., & Albaladejo, P. I. (2007). Profiling segments of tourists in rural areas of south-eastern Spain. Tourism Management, 28(3), 757-767.   DOI
51 Reynolds, P. (1993). Food and tourism: Towards an understanding of sustainable culture. Journal of Sustainable Tourism, 1(1), 48-54.   DOI
52 Sarigollu, E., & Huang, R. (2005). Benefits segmentation of visitors to Latin America. Journal of Travel Research, 43(3), 277-293.   DOI
53 Sims, R. (2009). Food, place and authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321-336.   DOI
54 Thach, L., & Olsen, J. (2015). Profiling the high frequency wine consumer by price segmentation in the US market. Wine Economics and Policy, 4(1), 53-59.   DOI
55 Tregear, A., Arfini, F., Belletti, G., & Marescotti, A. (2007). Regional foods and rural development: The role of product qualification. Journal of Rural Studies, 23(1), 12-22.   DOI
56 김선주, 박현정, 이경희. (2011). 한국인과 동남아시아닝의 푸드네오포비아와 음식 관여도 차이 비교. 한국식생활문화학회지 , 26(5), 429-436.
57 Williams, A. M. & Hall. C. M. (2002). Tourism and migration: New relationships between production and consumption. Tourism Geographies, 2(1), 5-27.   DOI
58 Wolf, E. (2002). Culinary tourism: A tasty economic proposition. International Culinary Tourism Association. http://www.culinarytourism.org. (accessed August 15, 2016).
59 김광지. (2010). 패밀리레스토랑 서비스품질의 각 차원이 고객만족을 매개로 충성도에 미치는 상대적 영향. 외식경영연구 , 13(3), 103-121.