스토리텔링을 활용한 밀키트 관광상품 선택속성이 전통시장의 경쟁력과 활성화에 미치는 영향 연구

Abstract

This study considered ways to make traditional markets a sustainable tourism destination and develop tourism products in this era. This study aimed to verify the feasibility and viability of turning the meal kit product into a tourism resource by utilizing the abundant food in the traditional market. Findings reveal that making meal kit tourism products with the unique characteristics of traditional markets can influence the competitiveness of traditional markets and tourism destinations. In addition, the competitiveness can influence the vitalization of traditional markets. This study tested two main hypotheses and 24 detailed hypotheses. Hypotheses 1 and 2 were partially supported. It is noteworthy that the storytelling factor newly constructed in this study was verified to support all detailed hypotheses. This indicates the storytelling factor as capable of exerting a net function as a product selection attribute. In much the same way, the factor of tourism destination competitiveness also supports all detailed hypotheses. Last, among the activation factors of the traditional market, the newly established product innovation factor yielded meaningful results as a dependent variable. This part is considered a germane cornerstone for research on tourism products and destinations in traditional markets. Accordingly, the practicality of eliciting the unique characteristics of traditional markets through storytelling was propounded.