향토음식 소비동기에 따른 시장세분화에 관한 연구

A Study on Market Segment Based on Motivations to Taste Local foods: Focused on British Tourists

This study attempted to segment tourists who had experienced local food at tourist destinations by their motivations to taste local food. The findings suggest that the market can be divided into three segments based on tourists’ motivations: ‘social relationship and health concern’, ‘cultural experience’, and ‘sensory appeal’. That is, typologies of tourists who had eaten local food can be categorized into ‘tourists seeking social relationship and health’, ‘tourists seeking the cultural experience of local food’, and ‘tourists seeking the sensory pleasure of local food’. In addition, a significant difference in the characteristics of tourists who had tasted local food at tourist destinations was observed in terms of age group. Implications are discussed relative to marketing strategies.