S-O-R 모델에 기초한 도시 음식 이미지와 관광객 구전 의도에 관한 연구: 중국의 쯔보(淄博) 바비큐 사례를 중심으로

초록

This study investigates the influence of city food image on tourists’word-of-mouth intention through the case of Zibo barbecue in Shandong Province, China, based on the Stimulus–Organism–Response (S-O-R) model. The research focuses on the mediating role of tourist satisfaction in the relationship between city food image and behavioral intention. Five dimensions, including food quality, dining environment and service, price reasonableness, affective resonance, and local cultural experience, were adopted to construct the city food image model. Data were collected through an online survey of tourists who experienced Zibo barbecue, and 308 valid questionnaires were analyzed using SPSS 26.0 and AMOS 24.0. The results indicate that food quality, dining environment and service, affective resonance, and local cultural experience significantly and positively influence city food image, whereas price reasonableness does not show a significant effect. In addition, city food image positively affects tourist satisfaction, and tourist satisfaction significantly enhances tourists’word-of-mouth intention. The findings also confirm that tourist satisfaction partially mediates the relationship between city food image and word-of-mouth intention. This study enriches the literature on gastronomy tourism and destination image while offering practical implications for city branding, tourism marketing, and social media promotion strategies.

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