식도락관광을 활용한 관광객 유치 활성화 방안: SNS정보특성 활용을 중심으로

This study tried to analyze the relations among SNS information characteristics, gastronomy tourism, tourist’s flow and attitude toward the tourist destination. Especially, this study focused on the mediating effects of gastronomy tourism and tourist's flow. it suggested the strategies for attracting tourist to the area for promoting regional tourism through the empirical analysis. In order to achieve the objectives, the data was collected by online survey of S. Korean tourists who have traveled within 2 years, from Jan, 6th to 20th, 2021. And 205 valid samples were used. SPSS 20.0 program was used for the empirical analysis. And the results were as follows; there are mediating effects of gastronomy tourism and tourist’s flow on the relationship between SNS information characteristics and tourist destination attitude. Furthermore, Tourist’s flow has the mediating effect on between gastronomy tourism and tourist destination attitude. The results of the study provide evidence suggesting that gastronomy tourism and Tourist’s flow play major roles between SNS characteristics and attitude toward the tourist destination. Also, it indicates that some tourists would return to the same destination to savor its unique gastronomy that leads to the experience of flow. Implications for practitioners are also discussed.