한식 이미지가 여행목적지로서의 한국에 미치는 영향 - 현지 미국인의 한식에 대한 인식을 중심으로 -

Abstract

As the travel industry becomes competitive, food exploration regarded as representative of one's comprehensive culture acts as an important tourism motivation. This study explores to identify how Korean food image in the USA forms preference and dining frequency, and how that, in turn, affects visiting intention and recommendation. A total of 209 samples were obtained from American consumers. Structural equation modeling was employed to test six hypotheses. Findings indicate that Korean food image influences its preference,dining frequency, and ultimately intention to visit and to recommend Korea. Findings of this study will provide insight on how to attract tourists in the context of food image. Study results and implications for food marketers are included.