향토음식이 도시 브랜드가치와 여가만족에 미치는 영향 연구

The Effects of Local Traditional Food on Urban Brand Value and Leisure Satisfaction

This study is on the effects of local traditional food on urban brand value and leisure satisfaction. The significance of this study can be found in the aspect that there have been few researches on how local traditional food tourism, which leading to leisure activities, affects urban brand value and satisfaction although there have been a lot of studies on functional aspects such as local traditional food development. Also, it would be a necessary research to achieve successful goals in the tourism marketing environment of local governments which are fiercely competitive to promote the revitalization of regional economy. As the results of this study, all factors of local traditional food did not importantly affect the image of brand value, whereas the attraction, health orientation, and natural stability of local traditional food gave a significant impact on the recognition of brand value and where as the health orientation crucially influenced the perceived quality of brand value. Moreover, the attraction and health orientation of local traditional food of Jeonju city had an impact on leisure satisfaction. For the enhancement of urban brand value, this study will be crucially applied in clearly understanding the characteristics of local traditional food and in connecting with marketing since local traditional food has become more important as the motivation to determine the destination of tourism due to the development of the media and the convenient transportation network.