지역 음식관광 활성화를 위한 외국인 방문객 시장세분화 연구 -여행 중 음식 관련 행동들을 기반으로- = A study on market segmentation of foreign visitors to vitalize localfood tourism -by food related behaviors during a trip-

다국어 초록 (Multilingual Abstract)

The purpose of the study was to identify food tourism segments on foreign visitor traveling local areas in South Korea by utilizing their food related behaviors and to provide a profile of foreign food tourists. A total of 900 survey questionnaires were distributed to foreign students who had ever traveled to local areas in South Korea over the last one year. Of them, 730 questionnaires were completed and 699 surveys were used for data analysis (response rate: 81.1%). Four dimensions of food-related behaviors were derived by using factor analysis: ‘interest in cooking’, ‘local food experiences’, ‘gourmet-oriented activities and ‘familiar food experiences’. From K-mean cluster analysis based on the food-related behavior dimensions, four food tourist segments were identified: regular food tourists, active food tourists, passive food tourists, and local food tourists. The groups revealed significant differences on socio-demographics such as age, gender, and education except for monthly household income. In particular, local food tourists were older than others and active food tourists were at a higher education level. The four groups were also significant different regarding their travel behaviors such as travel length, travel accompany, information sources, a level of information searching, and food & beverage expenditure amount. Regular and active food tourists tended to travel with family or friends meanwhile passive and local food tourists enjoyed travelling alone for 5 or more days. Thus, local food tourists were most active in searching for food information. Active food tourists turned to get food information from locals and spent more on their food & beverage than others. Based on these findings, the study provided a profile for foreign food tourist, which would suggest practical implications to vitalize food tourism in local areas.

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