earticle

영어

The present study examined the causal relationship between food selection attributes, perceived value, and behavior intention through subjects in the form of traditional market visitors and arrived at the following research results, which present implications for a plan to revitalize food tourism. First, upon testing a causal relationship between the food selection attributes(four factors) of traditional market visitors and perceived value(two factors), the study confirmed a partially significant causal relationship. The two factors of marketability and menu development appeared to have a positive(+) impact on perceived value. Second, upon testing the causal relationship between the food selection attributes(four factors) of traditional market visitors and behavioral intention(one factor), the study confirmed a partially significant causal relationship. The three factors of marketability, menu development, and menu quality appeared to have a positive(+) impact on behavioral intention. Third, upon testing the significant relationship between perceived value(two factors) and behavioral intention(one factor), the study confirmed a partial impact. The single factor of hedonic value appeared to have a positive(+) impact on behavioral intention. Therefore, the present study confirmed the presence of significant causal relationships between food selection attributes, perceived value, and behavioral intention, as previously disclosed by preceding studies, and learned that a higher level of importance for the food selection attributes of visitors leads to a stronger impact on perceived value and behavioral intention.