제주 방문 관광객 향토음식점 선택속성에 관한 연구

Abstract

This study is to identify the selection attributes of new Jeju local restaurants to support the revitalization of Jeju local restaurants.BR We derived the selection attributes of Jeju local restaurants and identified the top 5 factors (local food quality, physical environment, human service, convenience, awareness), composed of 18 sub-items. In order to understand the relative importance of the derived Jeju local restaurant selection attributes, a survey was conducted through a group of experts consisting of tourism majors, researchers from research institutes, and public officials who have visited local restaurants in Jeju.BR As a result of analyzing the relative importance of the top items on the selection attributes of local restaurants in Jeju, local food quality (0.529) was the highest priority, followed by convenience (0.228), physical environment (0.122), awareness (0.062), and human service (0.06) are shown in the preceding order. Focusing on the differentiated marketing strategy of local restaurants emphasizing the quality of local food, it suggests that it is most important to utilize local restaurants as tourism resources.