ISSN : 1225-7060(Print)
ISSN : 2288-7148(Online)
ISSN : 2288-7148(Online)
Journal of The Korean Society of Food Culture Vol.28 No.4 pp.348-355
DOI : https://doi.org/10.7318/KJFC/2013.28.4.348
DOI : https://doi.org/10.7318/KJFC/2013.28.4.348
향토음식 특화 거리의 관광상품화와 활성화 방안 연구 - 담양 죽순 푸드빌리지를 중심으로 -
A Study on the Damyang Area Restaurants in Bamboo food village
Abstract
This study intends to provide preliminary data for improving dining experience in the restaurants of Bamboo food villageand help draw up guidelines for the improvement of these dining venues by surveying customer perception and satisfactionin 15-restaurants of the food village. The restaurants were surveyed mainly for satisfaction of the menu, especially, on thesignature dishes of Damyang, “ddeokgalbi” (grilled short rib balls) and “daetongbab”-the grilled short rib balls and bamboorice. The two dishes were more liked by people in the the 20- to 29-year age group with a score of 3.92 and 4.11,respectively. Although the 30-49 age group showed the highest satisfaction score on the fixed price menu, there was nostatistically significant difference. The age group of 20-29 also showed the highest satisfaction on plating and table settingwith a score of 4.09 and 4.04, respectively, and there was significant difference among age groups in this regard (p<0.05).All the age groups surveyed answered “time-honored taste” should be captured when working on menus, which suggestsit should be the first choice for the restaurants in the food village when they develop their menus. When it comes to therestaurant environment, satisfaction on sanitary conditions was significantly different among the groups with a score of 4.21given by 30-49 age group and 3.88 by the 50 and over group (p<0.05). In the category of service satisfaction, the twoaforementioned age groups again showed significant difference in catering to customer needs with a score of 3.99 and 3.63,respectively (p<0.05), whereas welcoming customers and serving food was scored without statistical difference by age.Being asked what needs to be done to strengthen competitive advantage of the restaurants, all the age groups answered“taste” would matter the most while the 20 to 29 and 30 to 49 age groups picked “hygiene” and the 50 and over selected“table setting and ambience” next, which was statistically different with a p value of <0.05. Regarding the competitiveadvantage of the Korean restaurants in Damyang Bamboo food village, the first two younger groups (20 to 29 and 30 to49) chose “table setting and ambience” and the eldest (50 and over) age group answered “location wise advantage,”indicating significant difference by age. More than 80 percent of the people surveyed were willing to revisit the venues, whichsuggests improving restaurant environment in Bamboo food village and offering customers a better experience are verylikely to build a image of culinary tourism for Damyang.
Culinary tourism,time-honored taste,surveying customer perception and satisfaction,Damyang Bamboo food village,restaurant environment
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