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Wine Experts' Subjectivities of Youngcheon MBA Red Wine: A Q Method

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2014, 38(3), pp.213-233
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Yu, Byung-Ho 1 Kim, Young-Lin 1 Hwang Johye 1

1경희대학교

Accredited

ABSTRACT

The most studies of wine have focused on the customer side of behaviors and satisfaction through quantitative methods. In this current study, we took a qualitative approach (Q method) to explore wine experts‘ subjectivities of Northern Gyeong-Sang province, Youngcheon M.B.A. red wine. Q methodology is a kind of technique methodical study of subjectivity in terms of attitudes, opinion, discourse was employed from 30 participants. We found that the participants were classified into four clusters by their distinguishing statements and factor loading scores: While the first cluster of participants were recognizing the characteristics of origin, the second cluster was dissatisfied with the wine quality. The third cluster recognized a socializing role of the wine, and the last cluster showed the satisfaction with its quality. As a result, the experts' subjectivities provide suggestions on the identity of the Youngcheon M.B.A. red wine, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.

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