조청 전통식품에 대한 선택속성과 행동의도를 통한 관광상품화 연구

A study on tourism commercialization through selection attributes and behavioral intention of Chochung traditional food: For Chinese tourists

Shopping products using Korean traditional foods are tourism resources that inform local and national food culture and can be used as an important means of forming tourism experience and raising tourism income. Therefore, this study intends to use inbound tourism product strategy as to what kind of optional attribute is important for purchase intention and recommendation intention, and what attributes are important for Chinese tourists to purchase traditional Korean food. The questionnaire survey was conducted for Chinese tourists. The survey was conducted from June 15 to July 30, 2016. A total of 143 questionnaires were used for final analysis. In the hypothesis test, regression analysis between traditional food selection attributes, purchase intention and recommendation intention showed that there is a significant causal relationship between traditional food selection attributes, purchase intention and recommendation intention. Therefore, if the tourism productization strategy is presented, the important choice attribute that most influences the purchase intention or recommendation intention of Chinese tourists is that the strategy of raising and informing the quality of the related product is the key to the tourism productization plan. Therefore, we are looking for a company that can take advantage of the excellence of our food, which is developed in every region or each house, and that has a unique flavor and nutrition in Korea. We will increase the efficiency of production by mass production rather than small- It is important to sell products with a system for storage and storage.