Among the cultural tourism resources that can represent the local culture, one of the most easily accessible for tourist is food as a local lifestyle, and food is an essential element in shaping the cultural experience of tourists. Food tourism is one of the special types of tourist tourism, and it is one of the important factors that provide opportunities for experiencing food culture. In South Korea, surveys on food tourism markets have been performed locally, and there is a lack of basic data on policy development related to activate food tourism industry.
The purpose of this study is to conceptualize the theoretical contents related to domestic and foreign food tourism to revitalize food tourism using local food resources. In order to establish the hypotheses and to examine the precedent research and to establish the concept of each factor and to examine the relation between them. A total of 337 valid questionnaires were collected and analyzed using the statistical programs SPSS 21.0 and AMOSS 21.0, The validity of the measurement variables and study model was examined and the influence relationship between the independent variable and the dependent variable was examined. In addition, the control effect of the demographic variables was examined in the study of the behavioral intention of the food tourism.
As a result of analysis, it was found that attitude, subjective norm, positive anticipatory emotion and negative anticipatory emotion were influenced on the aspiration for the negative visitor through the extended goal-oriented behavioral theory. And that the satisfaction of food tourism affects the behavioral intention to return to food tourism in the future. The results of this study show that aspiration plays a major synchronous factor in the purchase intention of the actual food tourism, and the marketing strategy considering the attitude affecting aspiration, subjective norm, positive anticipatory emotion, and negative anticipatory emotion. It is important to establish a strategy to heighten aspirations. This desire is an important factor that affects the satisfaction of food tourism, and it can be said that the development of food tourism product, quality control and program operation capability are important in order to increase satisfaction. If you feel satisfied after food sightseeing, it is important to set up a strategy to enhance the linkage between local brands and special products as a differentiated food tourism product by providing experiential programs and services tailored to your expectations for food tourists. For the future study, we can try to apply a variety of conceptual models for goal-oriented behavioral models and to study the consumption behavior of food tourism in other regions.