Jeonju has been well known for its traditional food and we could easily name it as one of the most famous food cities. Thus the brand name of Jeonju can be considered the most valuable asset. Especially Jeonju city was nominated as a member city of UNESCO creative cities network(UCCN) in the gastronomy in 2012 and the traditional Korean house villages, Han-ok, in Jeonju attracts 6 million above tourist every year with its high reputation. In consequence, Jeonju has been settle down as one of the tourist attractions in food tourism through food culture.
However, it has been claimed that the current taste of food has not only lost its traditional taste but also tradition and originality. To make matters worse, a lot of food restaurant in the name of traditional food restaurant played a key role in losing reputation of original food taste of Jeounju. So it is necessary to study customer satisfaction rate by increasing the awareness of Jeonju food.
The purpose of this study is to analyze awareness factors of Jeonju food empirically which influences customer satisfaction rate, re-visit intent as behavior intents and recommendation intents. Based on this empirical research, I want to provide basic data to the pertinent personnel and organization, like Jeounju City and its related sub-organization, operating personnel and its employee in the traditional food restaurants, cooking staffs in traditional food.
The research was done for 15 days from Sept., 8th 2015 to Sept., 22nd 2015 and questionnaire was aimed for the visitors in the traditional food restaurant of Jeonju City. Questionnaire is composed of 16 questionsin Jeonju food, 4 questionsin food satisfaction rate, 4 questionsin revisit intent, and 3 questionsin recommendation intent by adopting likert 5-point scale.
The statistical program SPSS was adopted for the analyzing tool to the Frequency Analysis, Technical Statistics Analysis, Reliability Analysis, Factor Analysis, and Regression Analysis.
This research result can be summarized as follows:
Firstly, in terms of demography for investigation target, the female group occupies 153 personnel (51.7%) which is bigger than the male. For the Age, the majority is 40 to 49 occupying 32.4%. For the highest level of education, the majority is 159 personnel in the 2nd year of college degree occupying 53.7%. For the profession, the student occupying 98 personnel in the rate of 33.1% is the majority. For the residential distribution, the majority is the Jeolla-Provinceoccupying 97 personnel in the rate of 32.8%.
Secondly, 4 factors were extracted through the Factor Analysis which was conducted to verify variation items on the awareness of Jeonju food. The first factor was tradition one, the second was place attraction, the third was health-oriented mind, and the fourth was safety food. The reliability rate was 0.806 and Eigenvalue was one above. So, the reliability and validity were verified.
Thirdly, it was shown that the awareness on Jeonju food was meaningfully influenced to the customer satisfaction rate.
Fourthly, in terms of the customer satisfaction rate on Jeonju food, it meaningfully affected to the revisit intent and the recommendation intent as a behavior intent.
From this empirical research result, it is suggesting that the four factors, as in the tradition, place attraction, health-oriented mind, and natural food on Jeonju food, must be satisfied to attract tourists again and induce their recommendations to many people. Also Jeonju city will get the chance to be renowned as creative city in the gastronomy and contribute the sale increase to traditional food restaurants.