음식특화거리의 이미지가 선호도에 미치는 영향에서 미디어의 조절효과와 거주지역에 따른 차이분석

An Analysis of the Moderating Effect of the Media and the Difference According to the Residential Area in the Effect of the Image of the Food-Specialized Street on the Preference

The purpose of this study is to investigate the moderating effect of media(mass media, social media) on the relationship between the image of food-specialized streets in Gwangju and the preference, the difference according to the residential area and the image of food-specialized streets. In order to achieve the purpose of this study, a total of 400 questionnaires were distributed from June 1 to June 15, 2022, and 343 questionnaires were used. As a result of the study, first, it was found that the food-specific street image had a significant effect on the preference in the restaurant's professionalism, the locality of food and the tourism of the street and the harmony of the street was rejected. Second, Second, it was found that the moderating effect of mass media and social media between food-specific street image and preference had an effect on both. Third, there was a significant difference in the preference of food-specific street in Mudeungsan barley rice street(17.001, p<.001), Daein-dong food culture street(13.659, p<.001), Gwangju park food truck street(3.267, p<.05), Dongyu duck street (9,127 p<.05), Daein gukbap street (4.416, p<.05). Fourth, there were significant differences in the Mudeungsan barley rice street(18.178, p<.001), Daein-dong food street(10.266, p<.01), Gwangju park food truck street(3.267, p<.05), Dongyu duck street (9.127, p<.05), and Daein gukbap street(4.416, p<.05). Fourth, there were significant differences in the Mudeungsan barley rice street(18.178, p<.001), Daein-dong food culture street (10.266, p<.01), Gwangju park food truck street(3.267, p<.05), Dongyu duck street (9.127, p<.05), and Daein market gukbap street (4.416, p<.05).