The present study focused on Gangwon Province, where food tourism involvement affects local arrivals and tourism behavior. to achieve this, various literature studies were considered in order to systematically understand the concepts of each variable and to analyze the structural causal relationship of these variables, and a empirical analysis was made based on this. for the empirical analysis, a 300-page survey was conducted on consumers who experienced food tourism in Gangwon Province from July 5, 2019 to August 30, 2019. A total of 291 parts were used for the analysis after data cleaning. analysis of the data used a statistical program in SPSS 21.0 and frequency analysis was performed to identify the general characteristics of the sample. factorial analysis was performed to verify the validity and reliability of the measured variables, and correlation analysis was performed to identify the effect relationship between the variables prior to hypothesis testing. in addition, simple regression and multiple regression analysis were performed to verify the hypothesis.
The results of the study are summarized as follows.
First, it has been shown that social bonds, individualism and self-expression of food tourism involvement have a positive effect on the dependence of local affinity. social ties and self-expression have also been shown to have a positive effect on regional attachment, and individualism has not been shown to have an effect. when high satisfaction is formed for the food culture experienced in the area that becomes the tourist destination of food tourism, the consumer is strongly attached to the specific place. therefore, it is more diverse in order to increase its dependence on food tourism, and it is believed that new contents of food tourism should be developed. the identity of local attraction can be an incentive for participation in food tourism, and is a very important factor in the common meaning or group identity of the region. identity is extremely subjective and is expressed in interactions with members. therefore, a higher social bond should be formed in food tourism, and it is believed that when one is freely expressed in this relationship, one''s emotional attachment to the region becomes stronger.
Second, it has been shown that both the dependence and identity of local attraction have a positive effect on tourism behavior. positive regional affinity will give consumers a regional edge over other regions when choosing regions as tourist destinations. this can produce positive tourism behavior and the effects of the trend. therefore, since satisfaction through food tourism creates a positive attachment to the region, it is believed that food tourism should be a unique expression of local foods or special products.
Third, it has been shown that social ties, individualism and self-expression factors of food tourism involvement all have positive effects on tourism behavior.
When interest in or participation in food tourism is shared by several members, including individuals, or when they are expressed through food tourism, there is a higher level of tourism behavior. therefore, it is believed that food tourism will require a variety of joint experience programs to form social bonds, or appropriate marketing measures such as storytelling and promotion of local food culture. the food tourism involvement, which is the core of this study, has been shown to have a positive effect on both local connivance and tourism behavior. a high level of tourism involvement among consumers has been shown to form a positive regional affinity and tourism behavior.
Therefore, the food tourism industry should be developed using foods suitable for the Gangwon region or unique special products, and furthermore, it should be actively marketed through the development of diverse food culture contents that can increase the travel of tourists to the food and tourism area, and through unique storytelling and food promotion media related to Kangwon food, and the development of these contents should be more specific and designed to meet the regional characteristics.