• 한국식생활문화학회지
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• 제36권5호
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• pp.421-429
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• 2021

Local non-timber forest products can be easily accessed by tourists. These also provide opportunities for tourists to experience the local culture. Many local governments are paying constant attention to the development of non-timber forest product brands to revitalize the local economy and increase the profits of local farmers. Although there are many forest products and tourism resources in each region of Korea, there is no local specialized strategy to sell non-timber forest products and promote consumers' purchase intentions. In this study, we aimed to explore the consumers' perceived creating shared value (CSV) and its association with purchasing behavior of non-timber forest products in Jeongeup city, Korea. Data were collected from 1,066 consumers who had purchased non-timber forest products. Purchasing patterns of local specialty products differed depending on consumers' perceived CSV levels. In addition, consumers with higher levels of perceived CSV showed higher awareness and familiarity with Jeongeup city and experienced Jeongeup city's non-timber forest products. Our findings suggest that improving consumer perception towards CSV of non-timber forest products can be used as a marketing strategy for local non-timber forest products to revitalize the local economy.

• 한국콘텐츠학회논문지
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• 제10권8호
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• pp.417-425
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• 2010

본 연구는 음식관광의 가능성을 파악하고, 음식과 관련된 참여활동이 방문의도에 어떤 영향을 미치는지 파악하여 음식관광객을 유인하기 위한 가이드라인을 제시하고자 한다. 설문지는 250부를 배포하여 248부를 분석에 활용하였다. 분석결과에 대한 내용은 다음과 같다; 첫째, 음식관광의 분석에서 음식관광을 경험한 사람은 43.5%, 18.5%는 경험은 없지만 관심이 있고, 그 형태는 유명한 맛 집 방문과 음식문화축제 참여로 나타났다. 아직, 음식관광 형태는 단순하지만 충분히 음식관광이 활성화될 가능성이 있는 것으로 의미된다. 둘째, 관광지에서 추구하는 음식성향은 현지주민이 추천하는 음식, 내 입맛에 맞는 음식, 지역특산품 및 향토음식, 재래시장 방문, 먹거리 축제/음식문화 체험의 순으로 나타났다. 셋째, 단양지역을 방문할 경우 응답자들은 송이 능이버섯 전골, 항아리 맥적구이, 소백산 산채비빔밥, 곤드레 마늘솥밥의 향토음식을 선택하려는 것으로 나타났다. 넷째, 음식관광의 참여활동에서 '음식문화 경험', '건강지향', '음식의 지식/정보추구'의 순으로 방문의도에 유의적인 영향을 미치는 것으로 나타났다.

• 동아시아식생활학회지
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• 제24권6호
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• pp.906-914
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• 2014

This study conducted an exploratory factor analysis to examine how consumers' confidence on the local foods used at tasty farm eateries influence their purchase behaviors. The four factors of perception of local foods used at tasty farm eateries and the factors of consumer confidence and purchase behaviors were extracted for a reliability analysis, correlation analysis of variables, and simple and multiple regression analysis. The following are the findings: first, among the four factors of perception of local foods used at tasty farm eateries, safety, sociality and product value had statistically significant influences on consumer confidence, whereas regional economic value did not. In other words, safety referring to the nutritional value and sanitary safety of food ingredients used for the native foods at the tasty farm eateries, product value referring to the characteristics differentiated from general Korean cuisine, and sociality referring to the various related experiences for the interests in farm culture and local food, leads to consumer confidence, whereas regional economic value referring to farm household income, local job creation, and development of farm tourism does not. Second, consumer confidence had a statistically significant positive impact on consumers' purchase behaviors. Among the five principles of local foods, reliability is the most important factor. When consumers gain confidence on local food items and are satisfied with them, they make additional purchases and revisits. Therefore, confidence is a very important aspect for the loyalty and sustainability of business.

• 한국식생활문화학회지
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• 제18권4호
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• pp.365-378
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• 2003

The purpose of this research was to have a proper understanding, to have a concern about native local foods and to discover unknown them in Wonju. The data was obtained by use of questionaries to residents(1977 persons) and cook(172 persons) in Wonju and statistical analysis was performed. Frequency and percentage were acquired using SPSS program. To turn out the significant difference between general conditions and each groups t-test and F-test were used. The results of this survey had briefly summarized as follows 1. The results were total 99 kinds of food revealed as a native local foods and 9 kinds of the special products of Wonju. 2. The main materials were potato, com, buckwheat, acorn, pheasant, mushroom, arrowroot, and wild edible greens. 3. The local foods in Wonju were formed with it's own natural material and cooked by original cooking method. 4. The highest perceptional score items were the hot Tang(Hwangtaehaejangguk, Chueotang, Oritang, Gamjatang, Minmulmaeuntang, Tojongdakbaeksuk, Hwanggibaeksuk, Eomnamusamgyetang), and the Bap(Bibimbap, Ssambap, Sanchae-jeongsik) and the noodles(Potato sujebi, Dongchimimakhukso, Olchaengiguksu, Jangsujebi, arrowroot noodle,Gamjaongsimi).

• 한국식품조리과학회지
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• 제31권2호
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• pp.193-199
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• 2015

According to the definition of 'native local food', Jeju has combined its regional specialty products with its own cooking method. It has almost four-hundred kinds, which reflects regional specialty and diversity, yet it is not very well-known. Thus, this present study provides basic research information through the investigation of tourist awareness, intention to consume, drawbacks, development necessity and direction of development of Jeju local foods. The survey was conducted with 295 domestic tourists who had visited Jeju in the last 10 years. In response to a question asked about the consciousness of Jeju local foods, 67.8% of respondents chose average, indicating a relatively high cause for concern. Intention to consume averaged 3.26, which was higher than tourist awareness, having an average of 2.60. Furthermore, local food interest and demographic characteristics of respondents were found to have an influence on tourist awareness and intention to consume. 87.8% of respondents answered above average with respect to the drawbacks of Jeju's local foods and development necessity and direction, with the main drawbacks being lack of PR (43.1%) and high price (39.0%). The priority of most respondents was the quality and taste of the food (50.8%). Based on the results of this study, if tourist awareness can be effectively increased, an escalation in intent to consume will follow, naturally promoting the consumption of Jeju's local foods. Consequentially, for tourism commercialization, the quality and taste of the foods have to be improved in addition to the gain in popularity through efficient PR methods.

• 한국식생활문화학회지
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• 제25권6호
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• pp.746-754
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• 2010

Rural tourism is primarily a domestic tourism activity with visitors traveling to non-urban areas. The development of local and regionally denominate food is a way to distinguish agricultural production and to promote rural tourism. Therefore, this study addressed how utilizing regional agricultural products results in increasing the intention of tourists to revisit an area. The purposes of this study were 1) to identify the image and motives for visiting Yesan, 2) to determine the importance of purchasing intention and the regional menu produced from local agricultural/special products, and 3) to identify the impact of purchasing local agricultural/special products and regional menus on the intention to revisit. A total of 202 usable questionnaires were collected at Ducksan Hotsprings and Suduck Temple in Yean area, which are known tourist attractions. The major findings obtained were as follows: First, Yesan was considered a relaxing place ($3.46{\pm}1.09$), which was the highest ranked image score for a tourist attraction. Second, the highest ranked motive for visiting Yesan was to rest ($3.77{\pm}1.18$). According to these findings, Yesan is a relaxing place, as it is a rural area with no known defined attractions. Third, most tourists (78.7%) recognized the apple as a local agricultural/special product. The intentions to purchase local agricultural/special products and the need for regional dishes in the local restaurant was higher than average. Tourists showed interests ($3.88{\pm}1.16$) in eating regional dishes made with local agricultural/special products at the restaurants. Fourth, a significant impact of purchasing local agricultural/special products and the regional menu was observed on the intention to revisit (p<0.000). The results indicate that it is very important to develop proper regional menus that concur with images of the location and the regional farming products.

• 한국조리학회지
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• 제21권2호
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• pp.154-170
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• 2015

경주에 거주하는 시민을 대상으로 향토음식에 대한 실태조사를 통하여 특색 있는 음식으로 발전시켜서, 문화적 우수성을 널리 알릴 필요성이 있으며 경주지역 향토음식의 조사 빛 발굴을 통해 정부가 추진하고 있는 한류열풍 및 세계화에 발맞추어 경주의 향토음식의 문화적 우수성을 널리 알리고, 우리의 소중한 자산을 계승 발전시켜 나가는 향토음식의 기초자료로 하고자 한다. 본 연구는 274명의 경주시민을 대상으로 설문조사를 실시하였으며, spss(21.0)을 이용하여 통계분석하였다. 조사대상자의 일반적인 환경요인은 빈도와 백분율, 평균분석을 실시하였으며, 인지도와 기호도는 평균 및 표준편차 등의 기술통계량분석, 교차분석을 실시하였고, 성별에 따른 유의검증은 t-test로 하였다. 경주향토음식에 대한 결혼 여부에 따른 인지도에서는 잔치국수가 가장 높은 인지도를 나타냈으며, 기호도에서는 전복죽이었다. 향토음식을 대중화하기 위해서는 모두 청결 및 위생상태의 개선이 가장 높게 나타났다. 향토음식의 대중화에 대한 만족도에서는 모두에서 전통적인 조리법의 전수에서 만족하는 것으로 나타났으며, 향토음식의 품질속성에 대하여 중요하게 생각하는 사항으로는 음식의 위생상태가 가장 높게 나타났다. 향토음식을 발굴 홍보하고 향토음식점을 개설하여 지역주민들이 이용할 수 있도록 하는 것이 필요하다고 제시하고자 한다. 또한, 향토음식을 계승발전시켜야 하는 이유로는 기혼, 미혼 모두 식생활문화계승이 높게 나타났으며, 향토음식을 세계적 음식으로 발전하기 위해서 중요한 사항으로는 맛이 좋아야 한다가 기혼이 맛이 가장 중요하다고 하였다. 향토음식을 대중화시키기 위한 필수사항으로는 기혼은 옛 맛을 재현하여야 한다가 높게 나타났다. 또한, 향토음식을 선택할 때 가장 중요한 기준으로는 미혼, 기혼 모두 맛이 가장 높게 나타났다.

• 한국콘텐츠학회논문지
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• 제18권7호
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• pp.338-349
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• 2018

본 연구는 지역특산음식 선택속성이 고객만족과 행동의도에 어떠한 영향을 미치는가에 대한 문제를 고찰하여 지역특산음식을 이용하는 소비자를 대상으로 지역특산음식 선택속성과 고객만족, 행동의도 간의 영향관계를 분석하고자 하였다. 이를 위해 각 변수들의 개념을 파악하고 이들 변수들이 구조적으로 어떠한 관계가 있는지를 문헌연구를 통하여 고찰하였고 강릉의 지역특산음식마을과 지역축제를 통하여 특산음식을 이용해본 소비자를 대상으로 249부의 설문조사를 실시하였다. 자료분석은 SPSS 20.0의 통계프로그램을 사용하여 빈도분석, 탐색적요인분석, 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 이를 통하여 지역특산 음식을 선택하는 요인을 규명하고 지역특산음식을 통한 관광객 증가와 지역경제 활성화를 위한 기초자료로 제공하고, 지역특산음식의 음식관광 발전과 지역특산물 상품화를 위한 기초자료 활용방안으로써 효과적인 마케팅 전략을 제시하고자 한다. 특히 지역특산음식을 이용해본 소비자는 꼭 다시 찾아 고객만족을 극대화 할 수 있는 마케팅 전략을 구상하고 음식에 대한 맛과 품질, 최상의 서비스 등 활성화 방안이 필요하다고 할 수 있겠다.

• Journal of Community Nutrition
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• 제8권2호
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• pp.96-101
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• 2006

This study compares brand equity of the fast food industry between Korea and the Philippines. This comparison is conducted by measuring a price premium that the college students in both countries would pay for hamburgers. Three popular fast food chains in each country, Lotteria, McDonalds', and Burger King in Korea and Jollibee, McDonalds', and Burger King in the Philippines, were chosen for the study. Utilizing a brand-based comparative approach, the findings of the study indicated that Burger King showed the highest brand equity for the premium brand image in both countries, whereas both local brands had a lower brand equity compared to international brands. The results of the study provide useful information for international and local brand managers that wish to establish strategies for a brand image, as well as to manage brand equity effectively. (J Community Nutrition 8(2): 96-101, 2006)

• 농업과학연구
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• 제40권3호
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• pp.261-269
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• 2013

This study analyzed tourists' intention at Gangcheon Mountain, Sunchang-gun for local tourism. The contents of study included impression, characteristics, specialized resources, development direction, intention of visit and its form, destination prior and post visit, travelling expenses, and development form of tourism. The results were as following. Impression and characteristics showed that gochujang and fermentation industry established a strategic ground of local development. Intention of revisit of tourists was relatively high by 97.1%. Furthermore, tourists were mainly family units and they preferred family-based recreational type for the future local tourism development form. Therefore, a development strategy will be required that involves inexpensive accommodation, unique local food items, agricultural-specialty products and local tour packages. For invigoration of local tourism, recruitment of skilled managers for farm village experience will be necessary as well.