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Tourist’s Perceived Value of the Local Food Restaurants in Destinations

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2014, 38(3), pp.57-79
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Kim, Og-Yeon 1 Sunhee Seo 1

1이화여자대학교

Accredited

ABSTRACT

As the importance of food consumption in destination has increased, tourists' value perception toward destination food consumption should be shed light on. The purpose of this study was to investigate tourists' value perception toward local food restaurant in destination using qualitative research. Focus group interview was conducted with 20 tourists who had local food restaurant experience in overseas destination on the last 6 months. This study used the Colazzi's 6 step analysis method of phenomenological method to analyze the interview data. Five main themes were identified as a result; service quality value(i.e. reliable, hygiene and cleanliness, well made and delicious food, local cuisine adjusting to foreigners' taste, preferred atmosphere, good reputation and popularity, attentive service, kind and respectful service), utility value(i.e. good value for money, afforadable price, required little effort to buy, good value for time and effort), authentic experience value(i.e. novel foods, novel service delivery, unique and new experience), traditional experience value(i.e. historic dining experience, distinct regional characteristics of atmosphere, learning experience the destination culture and life style), and emotional experience value(i.e. memorable experience, relaxed feeling). The academic and managerial implications were discussed.

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