Effects of Selection Attributes of Medicinal Food on Customer Satisfaction and Purchase Attitude in Jinju Area

This study was conducted to investigate food needs for dining out in the context of rural healing tourism by surveying food preference characteristics. A total of 600 adults in an urban area completed an online questionnaire on food characteristics for rural healing tourism. Regarding the purpose of rural healing tourism, 61.2% of respondents answered 'relaxation' while 6.3% answered 'promotion of health'. Exactly 66.3% of respondents selected Korean foods (rice) as the preferable food type for dining out in the context of rural healing tourism. Respondents considered 'regionality' and 'ingredient' as more important among food quality characteristics, whereas 'professionality' was less important. Females perceived 'nutrition' and 'cooking' as more important than males. Among food characteristics of professionality, regionality, and traditionality, respondents most preferred 'using regional specialty food'. Preference for 'using traditional food' significantly increased with subject's age. Respondents rated 'balanced nutrition' most highly among food characteristics of health and nutrition. 'Seasonal food' was the most preferred food characteristic among cooking and ingredients. Females showed higher interest in nutrition, cooking, and ingredients and higher preferences related to food characteristics of nutrition, cooking, and ingredients than males. In conclusion, Korean foods (rice) or Korean full course menu items using local specialty foods or seasonal foods with balanced nutrition are needed for dining out in the context of rural healing tourism.

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Effects of Selection Attributes of Medicinal Food on Customer Satisfaction and Purchase Attitude in Jinju Area

Cited by 2 publications

References 1 publication

Systematic Review on the Yaksun Study

Systematic Review on the Yaksun Study

Survey on Food Characteristic Preferences for Rural Healing Tourism for Adults in Urban Areas

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