Analysis of Selection Attributes of Street Food Retailers at a Festival through Social Network Analysis

Jung hun, Kim

doi:10.17086/JTS.2018.42.4.11.31

This study has implications for expanding the subject of festival research from local food to street food. Most of the food served at festivals is street food. Street food at festivals is perceived as unsanitary and inauthentic, and although this is seen as dissatisfactory, festival participants continue to eat street food because it is cheap and convenient. In order to enhance the competitiveness of festivals, rather than rejecting street food, we identified the selection attributes that festival participants consider important when choosing restaurants through social network analysis. The result of the analysis identified that, firstly, the festival needed street food. Approximately 30% of respondents answered “very necessary.” Second, we confirmed the main selection attributes of street food retailers. Participants in festivals considered “reasonably priced” and “taste and quantity of food” as important when choosing street food retailers. Third, it was confirmed that social network analysis is useful as a methodology in the study of selection attributes of street food retailers. The social network analysis analyzed the selection attributes in detail by analyzing the metrics. Fourth, there were differences in main selection attributes according to demographic characteristics. The main selection attributes of festival participants with their families were distinctly different. Fifth, there were differences in main selection attributes according to festival type. Local specialty festivals showed that sanitation was the main selection attribute.

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