음식관련 성격특성과 음식관광체험 만족도 및 충성도간의 구조적 관계 연구: 2015 슬로푸드 국제페스티벌 방문객을 중심으로

The aim of this study is to draw useful implications to develop attractive food tourism resources using health-oriented food such as Slow Food which have been in recent trends. To achieve this purpose, the study analyzed the structural relationship between food-related personality traits, food tourism experiences’ satisfaction, and loyalty. The survey was conducted for four days at the 2015 Slow Food Asia Pacific Festival held in KINTEX from November 18th to 22nd, 2015. The results are as follows. Firstly, food-related personality traits were classified into three factors through exploratory and confirmatory factor analysis, which are food neophobia related to curiosity (FNC), food neophobia related to identity (FNI), and food involvement (FI). Secondly, the study revealed significant results on the structural relationship analysis, FNC had a negative(-) effect and FNI had a positive(+) effect on satisfaction, FI had a positive(+) effect on loyalty, and satisfaction had a positive(+) effect on loyalty. As the implications derived from the results of the analysis suggest, taking advantage of the health-oriented foods such as Slow Food as a food tourism resource will be required to lower the recognition of unfamiliar new foods, and to emphasize the food identity such as fair trade, safety, and quality characteristics.