안동향토음식점의 지역이미지가 긍정적 구전, 부정적 구전, 재방문의도에 미치는 영향

Abstract

This study conducted a study targeting consumers who used Jongga restaurants. For the data collection of this study, a questionnaire was conducted targeting consumers who had experience in Andong Jongga restaurants such as Yemijeong Andong and Ihwa Restaurant of the Pungsan Ryu clan. The survey period was conducted from June 20 to July 19, 2022. 460 parts were analyzed. the results are as follow. the results are as follow. It was found that the cognitive image of local food regional image had a significant effect on positive word of mouth, but did not affect negative word of mouth. It was found that the emotional image factor of the local image of local food had a significant effect on positive word of mouth, but the emotional image factor did not affect the negative word of mouth. Also, it was found that positive word of mouth factors had a significant effect on revisit intention, but negative word of mouth factors did not.