관광객의 비계획 외식행동 영향요인에 관한 연구

A Study on Influencing Factors of Tourists' Unplanned Eating-out Behavior: Focusing on Japanese Tourists to Busan

The purpose of this study was to investigate the influencing factors on the probability of different types of unplanned eating-out behavior in a tourism destination context. The results indicated that 31.0% of the Japanese tourists consumed specific types foods that they had planned to eat before embarking on travel. The remaining respondents (61%) indicated unplanned eating-out behavior in the form of dropping planned items (21.5%), substituting item (22.1%), adding new item (20.1%), substituting or adding (5.3%). A comparison of pre-travel plans and realized eating-out behavior showed that while travelers developed plans before embarking, these plans frequently were changed depending on various factors. The multinominal logistical analysis reveals that travelers' age, marital status, travel hours to the Busan has a significant influence on the probability of an unplanned eating-out behavior. In addition, the results of binary logistical analysis have shown that store display, sufficient time, good memories of past experiences, preferred taste, travel companion factors played a facilitator's role influencing on the probability of an unplanned eating-out behavior. Implications and suggestions for future research were discussed.