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A Study on Tourism Resources Using Local Specialties: The Determinants of Willingness to Pay for Jeju Seafood

Kim, Kyoung-Bae 1 Joonho Moon 2 Lee, Won Seok 3 Kyesung Ko 4

1동아대학교
2강원대학교
3경기대학교
4경남대학교

Excellent Accredited

ABSTRACT

Food is considered one of the important factors among many tourist resources as it creates an image of tourism and induces tourists to visit again who are satisfied with the food. In terms of tourism, the importance of food experiences and visits to restaurants is increasing. Therefore, this study selected Jeju Island, Korea's leading tourist destination, as the research site. The purpose of the study was to explore the determinants of Jeju seafood's willingness to pay, noting that although Jeju Island's seafood was an important tourist resource, research conducted in this area was somewhat insufficient. The candidates to account for willingness to pay are price fairness, amount, poor sanitation, and healthiness. This study executed data collection for Koreans at Jeju Airport for 3 days from November 25 to 27, 2019. The total number of data used in the analysis is 252. Research hypotheses were tested using multiple linear regression. The results appears that willingness to pay is positively influenced by price fairness, amount, and healthiness. However, willingness to pay is negatively affected by poor sanitation. In terms of the control variables, consumers with higher monthly household income have higher willingness to pay for seafood. This study investigated the willingness of tourists to pay for seafood in Jeju Island to turn local specialties into tourism resources. Given the results, this research presents the implication to enhance the quality of Jeju seafood to develop tourism resources.

Citation status

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

This paper was written with support from the National Research Foundation of Korea.