제주 음식특화거리의 이미지가 만족과 행동의도에 미치는 영향

Abstract

Nowadays, the local governments have many interest to city scenary and environment and make many activities for local society and people. Local governments also make specialized space or street which boost local people or tourists leasure life and improve their rest area named specialized street. The specialized street does not only commercial area but also community and leasure life area. The shops and stores in specialized street or area have strong competition and it makes each stores' diversity and price reduction. In this study, I draw a food specialized street's image factors and how the image can affect to intention of action which target to tourists who visit food specialized street. The purpose of this study is to firstly draw the food specialized street's cognitive image and effectiveness image which based on tourism site image and scenery image. Secondly, the image of FSS affects to tourists satisfaction and intention of action. Lastly, I tried to recognize tourists' demographic characteristic, purpose of visit and visitor's behaviour, furthermore I understand difference between each FSS's cognitive and effectiveness image. The targets of study were visitors of 5FSS in Juju Island. 5FSS are Noodle culture street, West pier law fish street, Black pig street in Jeju city and Chilshipli food street, Arangjoeul street in Segwipo city. The data were collected during 3months from 15th of july to 30th of October. The results of the study are firstly, the cognitive image factors which affect to satisfaction were street, activity, scenery and locality and the effectiveness image factors were dynamic, atmosphere and esthetic element. Cognitive and effectiveness factors were affected to behavioral intention. Thus every elements which make specialized street should have own personality or character such as develop special image of street, special activities, localized facilities or service. Secondly, the study found satisfaction affects to revisit and recommendation intention. It showed that if Food specialized street made satisfaction to visitors, the intention of revisit and recommendation highly increase. Therefore to increase recommendation and revisit, it needs marketing strategy which focus on visitor's satisfaction. Thirdly, each street has difference between cognitive image, effectiveness image, satisfaction and action intention. After this study, it needs improvement which based on each street's gap of image.