부산향토음식의 대중화 및 관광 상품화에 대한 행동예측 연구

Predicting Behavior of Popular Foods and Tourism Commercialization in Busan

The purpose of this study is to verify the structural relationship between tourists attitude, subjective norm, perceived behavioral control, and intention toward the popularization of local food in Busan. The questionnaire was distributed from February 25, 2018 to May 5, 2018, and a total of 350 copies were collected, and 287 questionnaires were used as research data except 63 questionnaires. Statistical analysis of the data was analyzed using SPSS 23.0. To analyze the demographic characteristics of the respondents, frequency, reliability and factor analysis were conducted to analyze the reliability and validity of the questionnaire items. The results of this study are summarized as follows. First, it is proved that the subjective norm of Busan local food has a significant effect on attitude. Second, the subjective norm of the popularization of local food in has a significant effect on perceived behavioral control. Third, the subjective norm of Busan local food has a significant effect on the behavioral intention of tourists. Fourth, the attitude toward local food in Busan proved to have a significant effect on the behavioral intention. Finally, perceived behavioral control of tourists' perceived behavioral intention to local food was proved to have a significant effect on the degree of Busan native food consumption behavior.