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

Na, Park, Yang, Cha, and Lee: Analysis of consumers' needs and satisfaction related to food culture in Jeonju Hanok Village: Application of the Push-Pull factor theory

Abstract

Purpose

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

Methods

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.

Results

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.

Conclusion

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.

Figures and Tables

Table 1

Demographic characteristics of the subjects (N = 580)

jnh-50-192-i001

1) Ten thousand won

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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1) Multiple responses 2) Mean ± SD; Likert 5-point scale: 1. strongly disagree, 3. normal, 5. strongly agree

Table 4

Factor analysis of push items (N = 580)

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KMO = 0.825, Bartlett's test of sphericity = 4,293.418 (p = 0.000)

1) Likert 5-point scale: 1. strongly disagree, 3. normal, 5. strongly agree

Table 5

Factor analysis of pull items (N = 580)

jnh-50-192-i005

KMO = 0.867, Bartlett's test of sphericity = 4,091.143 (p = 0.000)

1) Likert 5-point scale: 1. strongly disagree, 3. normal, 5. strongly agree

Table 6

Correlation analysis between push and pull factors (N = 580)

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*p < 0.05, **p < 0.01

Table 7

Relationship between Push-Pull factors and Satisfaction

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**p < 0.01, ***p < 0.001

Notes

This work was supported by grants from Jeonju city.

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