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

J Nutr Health. 2017 Apr;50(2):192-200. Korean.
Published online April 30, 2017.  https://doi.org/10.4163/jnh.2017.50.2.192
© 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: malee@kookmin.ac.kr
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 (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.


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.

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

Tables


Table 1
Demographic characteristics of the subjects (N = 580)
Click for larger image


Table 2
The frequency and purpose of visiting Jeonju Hanok Village (N = 580)
Click for larger image


Table 3
Experience of purchasing food in Jeonju Hanok Village (N = 508)
Click for larger image


Table 4
Factor analysis of push items (N = 580)
Click for larger image


Table 5
Factor analysis of pull items (N = 580)
Click for larger image


Table 6
Correlation analysis between push and pull factors (N = 580)
Click for larger image


Table 7
Relationship between Push-Pull factors and Satisfaction
Click for larger image

Notes

This work was supported by grants from Jeonju city.

References
1. Kim JM. Jeonju is the taste: loosen your belt. Korea Economy Daily 2015 Nov 05;:2.
Sect. B.
2. Kim GJ, Byun GI. A study on the strategic ways using DINESERV to promote Korean-style food depending on the determinants of customer satisfaction and loyalty: based on visiting experiences of customers at Korean-style restaurants in Hanok Village, Jeonju City. J Foodserv Manage 2010;13(1):7–29.
3. Jeon HJ. Study on the effect of satisfaction on menu selection attributes of restaurant located in tourists attraction on intention to recommendation and revisit: focusing on the Hanok Village in Jeonju City. Korean J Tourism Res 2012;26(6):327–345.
4. Kang JH, Kang JH. The effect of healing food image and recognition of Jeonju native local food on purchase intentions. Korean J Tourism Res 2014;29(3):181–203.
5. Lee MH. Jeonju Hanok Village vacation search term ‘top’ [Internet]. Seoul: Naeil News; 2016 [cited 2016 Dec 19].
6. Kim HO, Choi YK, Kim HI. In: 2015 Jeollabuk-do tourists survey. Jeonju: Jeonbuk Institute; 2015.
7. Jeonju Cultural Foundation (KR). 2015 traditional cultural cities research and recording project. Jeonju: Jeonju Cultural Foundation; 2015.
8. Min KH. A study on the influence of recognition for Jeonju Hanok Village on the image of traditional cultures and satisfaction with traditional Korean restaurants. Korean J Culinary Res 2013;19(5):36–48.
9. Chan JK, Baum T. Motivation factors of ecotourists in ecolodge accommodation: the push and pull factors. Asia Pac J Tour Res 2007;12(4):349–364.
10. Mansfeld Y. From motivation to actual travel. Ann Tour Res 1992;19(3):399–419.
11. Dann G. Tourist motivation: an appraisal. Ann Tour Res 1981;8(2):187–219.
12. Uysal M, Jurowski C. Testing the push and pull factors. Ann Tour Res 1994;21(4):844–846.
13. Smith S, Costello C, Muenchen RA. Influence of push and pull motivations on satisfaction and behavioral intentions within a culinary tourism event. J Qual Assur Hosp Tour 2010;11(1):17–35.
14. You X, O'leary J, Morrison A, Hong GS. A cross-cultural comparison of travel push and pull factors: United Kingdom vs. Japan. Int J Hosp Tour Adm 2000;1(2):1–26.
15. Baloglu S, Uysal M. Market segments of push and pull motivations: a canonical correlation approach. Int J Contemp Hosp Manag 1996;8(3):32–38.
16. Jang S, Cai LA. Travel motivations and destination choice: a study of British outbound market. J Travel Tour Mark 2002;13(3):111–133.
17. Prayag G, Ryan C. The relationship between the ‘push’ and ‘pull’ factors of a tourist destination: the role of nationality: an analytical qualitative research approach. Curr Issue Tour 2011;14(2):121–143.
18. Kang YE, Yang BE. A study on satisfaction by visitors' pull factors and push factors: focusing on Yangdong Ethnic Village in Gyeongju. J Korean Soc Rural Plan 2011;17(4):1–11.
19. Yoon SM, Baek JA, Kim HR. A study on effect relationship between push-pull factors and satisfaction of tourist, visiting the cultural heritage: a case of Mt. Bukaksan Seoul Fortress. Korean J Tourism Res 2008;23(3):401–423.
20. Kim JH, Han JS. A study on relationship among motivation, commitment and satisfaction of tourist, visiting the museum: focused on push-pull factors. Korean J Tourism Res 2011;26(1):73–94.
21. Lee SY, Lee KJ. Investigating the relationships among motivation, satisfaction, and behavioral intention of auto-campers: focused on push-pull factors. J Hosp Tourism Stud 2014;16(4):26–48.
22. Jo IS, Kim KH. Study on tourists intention on revisitation using IPA technique: focused on Jeonju Hanok Village. Korean Bus Rev 2012;27(1):258–278.
23. Kim H, Chang HS, Hwang JS. A study of tourism motivation and destination choice attributes in tourism behavior: focusing on Ansan City. Korea J Tourism Hosp Res 2014;28(1):219–232.
24. Pyo SS. Tourist market segmentation based on the relationships between push and pull factors. Tourism Res 2012;34:115–138.
25. Lee JY, Kwon MY. Effects of involvement of food tourists' on participation in food tourism activities and behavioral intention. J Tourism Manage Res 2009;13(2):177–198.
26. Kim EH, Lee MA. A study on the consumer perception and factor analysis of food tourism. Korean J Community Nutr 2010;15(1):83–93.
27. Klenosky DB. The “pull” of tourism destinations: a means–end investigation. J Travel Res 2002;40(4):396–403.
28. Han SI. An exploratory study of push and pull actors in local festival participants: the case of Andong Maskdance Festival. Korean J Tourism Res 2004;18(3):181–196.
29. Min DK, Kim BM. The factors for degree of satisfaction of the visitors to Jeonju Hanok Village and the role of the image of the tourist spot. Northeast Asia Tour Res 2013;9(2):143–162.
30. Shim IB. A study on the analysis of attraction degree in Jeonju Hanok Village. J Tourism Manage Res 2012;16(4):185–203.
31. Ahn SS, Baek MK, Lee HJ. A study of the effect of the food factor on tourist's satisfaction on destination and destination loyalty in tourism industry. J Tourism Leis Res 2011;23(3):63–85.
32. Choi BG, Byun SN, Lee SE. A study on differences of push-pull motivation by tourists alternative evaluation patterns: focused on Jeju tourist. Korea J Tourism Hosp Res 2007;21(3):375–389.