Journal List > J Nutr Health > v.50(2) > 1081492

J Nutr Health. 2017 Apr;50(2):192-200. Korean.
Published online April 30, 2017.
© 2017 The Korean Nutrition Society
Analysis of consumers' needs and satisfaction related to food culture in Jeonju Hanok Village: Application of the Push-Pull factor theory
Hee Ra Na,1 Eun Ju Park,2 Soo Jin Yang,3 Youn-Soo Cha,4 and Min A Lee1
1Department of Food and Nutrition, Kookmin University, Seoul 02707, Korea.
2Department of Food Nutrition and Biotechnology, Kyungnam University, Changwon 51767, Korea.
3Department of Food and Nutrition, Seoul Women's University, Seoul 01797, Korea.
4Department of Food Science and Human Nutrition, Chonbuk National University, Jeonju 54896, Korea.

To whom correspondence should be addressed. tel: +82-2-910-5745, Email:
Received February 28, 2017; Revised March 31, 2017; Accepted April 11, 2017.

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.



The purposes of this study were to analyze visitors' food needs and identify the Push-Pull factor in Jeonju Hanok Village.


A questionnaire was developed based on previous research to survey Korean adults who visited Jeonju city. A total of 580 questionnaires were used for the analysis.


Most of the subjects who visited Jeonju Hanok Village had food purchase experiences in Jeonju Hanok Village (96.4%). ‘Traditional Korean food (26.5%)’ was the most purchased food, followed by ‘foreign food (25.8%)’ and ‘Korean food combined with foreign food (16.8%)’. Satisfaction of food purchases (3.35 points) was higher than average. The primary reason for satisfaction was ‘the food is delicious (23.0%)’, and the reason for dissatisfaction was ‘the food is expensive (48.1%)’. In the push and pull factor analysis for identifying visit motivation, ‘local food seeking’, ‘experience seeking’, ‘relaxation seeking’, and ‘friendship seeking’ were push factors while ‘traditional culture’, ‘facility convenience’, ‘experience activity’, and ‘food experience’ were pull factors. There was a significant correlation between the push and pull factors. Regression analysis showed that all push factors influenced satisfaction. However, among pull factors, only ‘food experience’ and ‘traditional culture’ influenced satisfaction.


In conclusion, this study indicates that food-related factors are destination characteristics (Pull factor) influencing intrinsic visit motivation (Push factor) and satisfaction. It is necessary to develop various food tourism products to satisfy visitors' needs and continuous visits in Jeonju Hanok Village. This study suggests the importance of research on food factors and provides useful basic data to establish positioning strategies for food cultural development in Jeonju Hanok Village.

Keywords: food purchasing; Push-Pull factor theory; visit motivation; food culture; Jeonju Hanok Village


Table 1
Demographic characteristics of the subjects (N = 580)
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Table 2
The frequency and purpose of visiting Jeonju Hanok Village (N = 580)
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Table 3
Experience of purchasing food in Jeonju Hanok Village (N = 508)
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Table 4
Factor analysis of push items (N = 580)
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Table 5
Factor analysis of pull items (N = 580)
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Table 6
Correlation analysis between push and pull factors (N = 580)
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Table 7
Relationship between Push-Pull factors and Satisfaction
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This work was supported by grants from Jeonju city.

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