경주지역 한식 레스토랑의 스토리텔링과 한식 이미지가 외국인 소비자의 지각된 가치와 태도 및 행동의도에 미치는 영향 : 푸드네오포비아의 조절효과를 중심으로 = The Effects of Storytelling and Korean Food Image in Gyeongju Korean Restaurants on Foreign Consumers’ Perceived Value, Attitudes, and Behavioral Intentions : Focusing on the Moderating Effect of Food Neophobia

다국어 초록 (Multilingual Abstract)

Storytelling refers to the process of discovering, developing, and presenting narratives related to menu items—including their natural and cultural backgrounds, historical origins, and folklore—thereby establishing a unique identity for the menu while attracting visitors’ interest and curiosity. As an effective marketing strategy, storytelling facilitates communication with consumers, fosters emotional engagement, builds brand identity, and plays a pivotal role in influencing customer behavior. In particular, the dimensions of storytelling （interest, educational value, and differentiation） enhance consumers’ evaluation of the value of Korean cuisine, which subsequently leads to positive attitudes and behavioral intentions. Likewise, the image of Korean cuisine is a critical factor influencing foreign consumers’ positive perceptions of Korean food and plays an essential role in establishing a favorable brand image and securing a differentiated competitive advantage. Consequently, storytelling and the image of Korean cuisine enhance consumers’ perceived value, which in turn fosters positive attitudes and ultimately leads to favorable behavioral intentions, such as revisit and recommendation intentions. Therefore, it is necessary to examine the effects of storytelling and the image of Korean cuisine in Korean restaurants on foreign consumers’ perceived value, attitudes, and behavioral intentions.
Accordingly, this study applied the Value–Attitude–Behavior （VAB） model to examine the relationships among storytelling, the image of Korean cuisine, perceived value, attitude, and behavioral intention in Korean restaurants located in Gyeongju. In addition, this study investigated the moderating effect of food neophobia. The objectives of this study were to examine: （1） the relationship between storytelling and perceived value; （2） the relationship between the image of Korean cuisine and perceived value; （3） the relationship between perceived value and attitude; （4） the relationship between attitude and behavioral intention; （5） the moderating effect of food neophobia on the relationship between storytelling and perceived value; and （6） the moderating effect of food neophobia on the relationship between the image of Korean cuisine and perceived value.
To achieve these objectives, a structured questionnaire was developed based on previous studies. A total of 490 questionnaires were distributed to foreign consumers, and 480 were returned. After excluding 15 invalid responses, 465 valid questionnaires were used for the final analysis.
The results of this study are as follows. First, among the sub-dimensions of storytelling, interest and differentiation had significant positive effects on perceived value, whereas educational value did not. Second, the image of Korean cuisine had a significant positive effect on perceived value. Third, perceived value had a significant positive effect on attitude. Fourth, attitude had a significant positive effect on behavioral intention. Finally, food neophobia was found to moderate the relationship between storytelling and perceived value.
Based on these findings, this study provides a theoretical foundation for establishing policies aimed at revitalizing regional economies, promoting food tourism targeting foreign visitors, and facilitating the global expansion of Korean cuisine. Furthermore, this study contributes to the literature by empirically verifying the relationships among storytelling, the image of Korean cuisine, perceived value, positive attitude, and behavioral intention, thereby providing a theoretical basis for predicting the behavioral intentions of foreign tourists.

목차 (Table of Contents)

• (Abstract)
• 제 1 장 서 론 1
• 제 1 절 연구의 배경 및 문제 제기 1
• 제 2 절 연구의 목적 4
• 제 3 절 연구의 방법 및 구성 5
• 1. 연구의 방법 5
• 2. 연구의 구성 6
• 제 2 장 이론적 배경 8
• 제 1 절 스토리텔링 8
• 1. 스토리텔링의 개념 8
• 2. 스토리텔링의 구성요소 10
• 3. 스토리텔링 관련 선행연구 12
• 제 2 절 한식 이미지 14
• 1. 한식 이미지의 개념 14
• 2. 한식 이미지 관련 선행연구 16
• 제 3 절 가치-태도-행동(VAB: Value-Attitude-Behavior) 18
• 1. 가치-태도-행동(VAB) 모델의 정의 18
• 2. 가치-태도-행동(VAB) 모델 관련 선행연구 19
• 제 4 절 지각된 가치 20
• 1. 지각된 가치의 개념 20
• 2. 지각된 가치 관련 선행연구 23
• 제 5 절 태도 25
• 1. 태도의 개념 25
• 2. 태도 관련 선행연구 27
• 제 6 절 행동의도 29
• 1. 행동의도의 개념 29
• 2. 행동의도 관련 선행연구 31
• 제 7 절 푸드네오포비아 33
• 1. 푸드네오포비아의 개념 33
• 2. 푸드네오포비아 관련 선행연구 35
• 제 3 장 연구설계 37
• 제 1 절 연구모형 및 가설설정 37
• 1. 연구모형 37
• 2. 가설설정 38
• 3. 변수의 조작적 정의 42
• 제 2 절 측정도구 및 조사방법 45
• 1. 설문지 구성 45
• 2. 조사 방법 47
• 제 4 장 실증분석 49
• 제 1 절 조사대상자의 일반적 특성 49
• 1. 인구통계학적 특성 49
• 제 2 절 측정변수의 신뢰성 및 타당성 51
• 1. 타당성 및 신뢰도 검증 51
• 2. 상관관계분석 57
• 제 3 절 가설의 검증 59
• 제 5 장 결 론 68
• 제 1 절 연구결과 요약 68
• 제 2 절 연구의 시사점 70
• 1. 학문적 시사점 70
• 2. 실무적 시사점 71
• 제 3 절 연구의 한계점 및 향후 연구방향 74
• 참고문헌 75
• 설문지 90