음식관광 동기가 관광객 만족도 및 구전의도에 미치는 영향에 관한 연구

초록

With the acceleration of globalization and the spread of the international tourism industry, food tourism is emerging as a key element of the tourism experience. This study empirically examined the impact of food tourism motivation on tourist satisfaction and word-of-mouth intentions among Chinese tourists. To this end, a total of 248 valid samples were secured, a survey was conducted, and the collected data were analyzed using SPSS 26.0 and AMOS 24.0 statistical programs. Food tourism motivation consisted of four dimensions: happiness, cultural experience, social relations, and interesting attractions, and the effect of each dimension on tourist satisfaction and word-of-mouth intention was verified through a structural equation model (SEM). As a result of the analysis, it was found that social relations and interest attraction among food tourism motives had a statistically significant effect on tourist satisfaction, and happiness and cultural experience did not have a significant effect. Additionally, it was found that tourists' satisfaction had a significant effect on their word-of-mouth intention. These results suggest that food tourism contributes to strengthening emotional satisfaction and social bonds, extending beyond the simple act of eating. This study makes academic and practical contributions by expanding the theoretical foundation of the food tourism field and providing an empirical basis for establishing effective marketing strategies for tourism industry stakeholders.

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