중국 대학생 소비자의 음식소비성향이 한국방문의도에 미치는 영향에서 한류(韓流) 인식의 매개효과 (The Meditating Effect of Perceived Korean Wave Between the Relationship of Chinese Students’ Food Consumption Pattern and Their Intention to Visit Korea)

서지정보

· 발행기관 : 청운대학교 관광산업연구소
· 수록지 정보 : 관광산업연구 / 9권 / 2호 / 111 ~ 128페이지
· 저자명 : 이은수

초록

This research aims to explore Chinese students’ food consumption pattern, and identify the meditating effect of perceived Korean wave between food consumption pattern and intention to visit Korea. Data were collected from the university students in Hukryongkangsung, China, from October 10 to 25, 2014, and finally 321 questionaires were analysed. To test hypotheses, multiple regression and Baron & Kenny’s test of meditating effect were employed.
The four dimensions of Chinese customers’ food consumption pattern were identified: health -oriented, challenge pursuing, satiety seeking, and tradition-oriented, and two dimensions of perceived Korean wave were identified as familarity with Korean wave and preference on Korean wave. The results were as follow: First, health-oriented, challenge pursuing, satiety seeking, and tradition-oriented factors affected on familarity with Korean wave, and three factors of Chinese customers’ food consumption patterns except tradition-oriented factor affected on preference on Korean wave. Second, four factors of Chinese customers’ food consumption patterns affected on intention to visit Korea. Third, perceived Korean wave of Chinse customers had a complete meditating role between their food consumption pattern and intention to visit Korea. Based on findings marketing strategies of food tourism for Chinese market are discussed.

영어초록

This research aims to explore Chinese students’ food consumption pattern, and identify the meditating effect of perceived Korean wave between food consumption pattern and intention to visit Korea. Data were collected from the university students in Hukryongkangsung, China, from October 10 to 25, 2014, and finally 321 questionaires were analysed. To test hypotheses, multiple regression and Baron & Kenny’s test of meditating effect were employed.
The four dimensions of Chinese customers’ food consumption pattern were identified: health -oriented, challenge pursuing, satiety seeking, and tradition-oriented, and two dimensions of perceived Korean wave were identified as familarity with Korean wave and preference on Korean wave. The results were as follow: First, health-oriented, challenge pursuing, satiety seeking, and tradition-oriented factors affected on familarity with Korean wave, and three factors of Chinese customers’ food consumption patterns except tradition-oriented factor affected on preference on Korean wave. Second, four factors of Chinese customers’ food consumption patterns affected on intention to visit Korea. Third, perceived Korean wave of Chinse customers had a complete meditating role between their food consumption pattern and intention to visit Korea. Based on findings marketing strategies of food tourism for Chinese market are discussed.

참고자료

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