한국 도서(섬) 커피관광지에 대한 커피종사자들의 주관성 연구

A study of coffee workers' subjectivities about coffee tourism destinations on Korean islands using Q-methodology

This study investigated the subjectivity of coffee industry employees on the formation of coffee shops in Korean island communities through the Q-methodology. The conclusions and academic and practical implications of this study are as follows. First, this study found that the subjectivity of coffee tourism destinations in Korean islands, as perceived by employees with more than 5 years of experience in the coffee industry, consists of coffee tourism destination recognition factors, coffee tourism personnel and menu development factors, and coffee tourism destination service factors, which suggests that coffee restaurants in Korean islands should be able to create coffee menus, coffee restaurant spaces, and coffee-related programs that can be integrated with local characteristics based on coffee expertise and customer service. Second, in terms of academic implications, this study applies qualitative research methods to coffee workers with more than five years of experience. Since most coffee-related research is based on quantitative research and experimental research in the natural sciences, we believe that this qualitative study of coffee shop employees has academic significance in terms of research methodology. Third, as a practical implication, people experience tourism through coffee. In the case of Starbucks in Jeju, they create a signature with a cafe menu made with Jeju organic matcha, and experience local tourism with a view of the sea and a visit to a theme cafe. In Gangneung Coffee Street and Gangneung Coffee Festival, independent private cafes create flavors and aromas of coffee and offer experiences such as roasting and hand-drip with coffee experts. To achieve this, it is necessary to introduce domestic coffee varieties to secure the marketability of the Korean coffee industry, tourism programs such as hot spots on Korean islands are needed in tourism policies and strategies, and service training for coffee tourism personnel is continuously needed in terms of jobs. In addition, the government and local governments involved in the Korean coffee industry should continue to provide administrative and legislative support for small and medium-sized coffee workers to meet all regulations and policies, rather than large coffee franchises.