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The Effect of a Image Congruence between Destination and Local Food on Consumption Emotion and Satisfaction

김민정 1 Chong,Yu-kyeong 1

1세종대학교

Excellent Accredited

ABSTRACT

The purpose of this study was to analyze the effect of food-related experiential activities on consumers’ feeling and satisfaction. For this purpose, a questionnaire survey was conducted with adult residents of Seoul who have had domestic travel experiences. A structural equation model was constructed to identify the hypothesized relationships among research variables. Also, a multi-group analysis was conducted to verify differences between groups divided by experience activity level. The results showed that image congruence had a significant effect on consumer satisfaction and tourism satisfaction. In terms of the effect of image congruence on tourist satisfaction, the mediating effects of consumption feeling resulted from food-related experiential activities were found to be greater than direct effect. In particular, path values of passive and active group ​​were statistically significant only in the effect of image congruence on consumption feeling, and no significant difference was found in other paths. In order to attract new customers, marketing based on the harmony of local and food images is essential, and in order to encourage visitors to revisit and participate in various experiential activities, products which can increase consumers’ consumption feeling should be periodically upgraded.

Citation status

* References for papers published after 2022 are currently being built.