중국관광객의 한류문화친숙도가 향토음식 소비행동의도에 미치는 영향 : 계획행동이론을 기반으로 = (A) study of the effect on Chinese tourists consumption behavioral of Korean food related on their familiarity with the Korea wave : by the theory of planned behavior

다국어 초록 (Multilingual Abstract)

This study is to examine how the familiarity with the Korean Wave influences Chinese tourists’ consuming behavioral intentions, as well as their subjective norm, attitude, and perceived behavior control during the acceptance process of information and service about Korean foods. This research is based on the theoretical background that the importance of Chinese tourism market is recently emerging and is applied the theory of Planned Behavior to Chinese tourists.
This research finds that the familiarity with the Korean Wave has a positive influence on the Chinese tourists' consumption attitude towards Korean foods and Chinese tourists’ subjective norm on the Korean Wave has a positive influence on their consumption attitude towards Korean foods. Also, Chinese tourists’ subjective norm on the Korean Wave has a positive influence on their consuming behavioral intentions for Korean foods and Chinese tourists’ subjective norm on the Korean Wave has a positive influence on their perceived behavior control. In contrast, Chinese tourists' consumption attitude towards Korean foods has no influence on their consuming behavioral intentions. This research shows that even though foods can be one of important factors for tourists to visit the region, consumption attitude towards Korean foods does not have influence on consuming behavioral intentions. Plus, Chinese tourists' perceived behavior control has also no influence on consuming behavioral intentions for Korean foods. Chinese tourists’ consuming behavioral intentions for Korean foods are not affected by their visiting frequency, but by hygiene of the restaurant. Moreover, Chinese tourists’ perceived behavior control has an influence on their behavioral intentions because it plays a role on a moderating variable for their consumption attitude and subjective norm.
This study suggests that the familiarity with the Korean Wave is continuously needed to be managed since Chinese students who study in Korea also economically belong to the class of people who have a power of propagation. Besides, it is necessary to develop Korean foods by linking with Korean tourist attractions, as well as to establish marketing strategy for Korean foods with entertainers who are leading the Korean Wave and the government's positive support. This research finds that ‘Tourism Merchandising of Korean Foods’ is supported by the theory of tourists’ subjective norm affecting on their attitude which leads to creating consuming behavioral intentions. As a strategy for Tourism Merchandising of Korean Foods, it is necessary to advertise through new media like mobiles, UCCs, dramas, and movies that give tourists more opportunity to experience the Korean culture. In addition to this, it is necessary to develop competitive tour routes and packages that include Korean food festivals effectively. If we develop Korean foods that Korean Wave stars love or restaurants where they often go as a specialized tour commodity, it can have a positive influence on globalization of Korean foods with publicizing the familiarity of the Korean Wave and advertizing Korean cultures not only to Chinese but to U.S.A and Europe as well as Asia countries where Korean Wave is spreading.
Following the literature review, this study used a research model incorporated the familiarity with the Korean Wave into Ajzen(1991)'s Planned Behavior theory model. The survey method was used to collect the data for this research. The survey consisted of responses to questions addressed to Chinese tourists from four different areas in Busan, South Korea; Gimhae airport, international cruise passenger terminal, Haeundae beach, and Nampo-dong movie street. With the analyzed results, this study also shows how the Korean Wave can produce more positive effects on Korean foods to Chinese tourists.