국내 관광지의 정서적이미지와 인지적이미지가 특산음식점의 행동의도에 미치는 영향

With respect to increased amount of tourism activities, food serves as a fundamental motivation for tourism activities. Recently, food itself has become a primary and direct tourism motive for domestic and overseas tourism activities. Since 2015, the number of foreign tourists has surpassed thirteen million in a year and is steadily increasing year by year. At this point in time, this study was conducted to study the relationships between emotional image and cognitive image of tourism destination image, and local restaurants’ behavior intention. Overall, 300 questionnaires from internal customers were used for the final data analysis. For the statistical analysis, SPSS/PC version 20.0 statistics package were used for the exploratory factor analysis, correlation analysis and multiple regression analysis to test the hypotheses from the model. The findings of this study are summarized as follows. Firstly, in examination of hypothesis 1, the effect of emotional image of tourism destination on local restaurants’ behavior intention showed a significantly positive effect on behavior intention. Secondly, from hypothesis test 2, it was found that cognitive image of tourism destination had a significantly positive effect on local restaurants’ behavior intention. As a result, this study had the implications to contribute to the expansion of the relevant theory by identifying the role of local restaurants’ behavior intention as the antecedent variable of destination image and to suggest the importance of developing food tourism marketing strategies for domestic tourism.