향토음식이미지가 관광지이미지, 장소애착, 행동의도에 미치는 영향: 광주광역시를 중심으로

Abstract

Purpose - This study was conducted to examine the effect of local food image in Gwangju Metropolitan City on destination image, place attachment and behavioral intention and the effect of tourist destination image and place attachment on behavioral intention. Design, data, and methodology -For tourists who have visited Gwangju Metropolitan City, it was conducted from May 1 to May 20, 2022. Result - The results of this study are as follows. First, Hypothesis 1-1 was partially accepted as the quality and uniqueness factors of the Gwangju local food image had a positive (+) effect on the cognitive destination image. Also, it was found that the uniqueness factor of the Gwangju local food image had a positive (+) influence relationship on the emotional destination image, so Hypothesis 1-2 was partially accepted. Second, Hypothesis 2 was partially accepted as it was found that two factors, the uniqueness of Gwangju''s local food image and food attribute factors, had a positive (+) effect on place attachment. Third, it was found that the emotional factors of the tourist destination image had a positive (+) effect on the behavior intention, so it was partially adopted. Finally, Hypothesis 4 was accepted as it was shown that place attachment had a positive (+) influence on behavioral intention. Conclusions - This offers that the good quality of local food in Gwangju can represent the image of the region and provide a point of differentiation from other regions.