전통문화에 대한 가치인식과 선택기준속성에 관한 연구: 전통한과를 중심으로

Studies of traditional culture, such as Korean snacks have mostly been conducted either in terms of culinary science or in terms of dining out. Accordingly, little research has been done on the cultural aspect of the management view. However, traditional Korean snacks contain the culture and emotions of our people. It is a very meaningful cultural product not only in economic value but also in social and cultural value. This study verified the differences in value recognition of Korean snacks and selection criteria for product properties between male and female consumers. First, for value recognition of traditional Korean snacks according to sex, female consumers showed higher value recognition as representative products (Mmale=5.63 < Mfemale=5.75) and value as traditional assets (Mmale=5.16 < Mfemale=5.94) compared to male consumers. Also, for product property selection criteria of traditional Korean snacks, male consumers showed a tendency of purchasing based on symbolic significance < uniqueness < attractiveness < familiarity and female consumers showed a contrasting tendency of familiarity < symbolic significance < attractiveness < uniqueness. Results indicated that package design and marketing communication is vital for the industrialization and globalization of Korean snacks, besides the diversification of products, differentiated quality, simplified and mechanized manufacturing process, and storability of materials and products.