동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제20권5호
  • /
  • Pages.785-793
  • /
  • 2010
  • /
  • 1225-6781(pISSN)
  • /
  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
권호 표지

향토음식에 대한 브랜드화 방안 연구 -대전광역시를 중심으로-

Building Up Awareness of and Preference for Local Brand Foods -Focus on Dajeon Metropolitan City-

  • 투고 : 2010.07.27
  • 심사 : 2010.10.05
  • 발행 : 2010.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study aimed to identify particular foods that would be most appropriate as representatives foods of Daejeon, as well as the key factors affecting the branding of image of those foods. To achieve these aims we carried out a survey amongst 1,600 citizens and visitors. The Daejeon representative foods were determined to be Gujeuk Dotorimuk (Gu-jeuk acorn jelly), Hanbat Seolleongtang, Dolsotbap (stone pot mixed rice), Sutgol naengmyeon (Sutgol Cold Noodles), Daecheongho Minmulmaeuntang (Daecheong lake freshwater spicy fish soup) and Samgyetang (casserole of spatchcock with ginseng). These six dishes were designated as representative foods in 2001. Findings from the survey indicated the lowest level of brand! dish awareness was 11.6% generally and the top two preferences for the representative foods were ranked as, Samgyetang (24.8%) and Dolsotbap (23.6%). According to an awareness survey age differences played a significant role. Adults displayed a much higher awareness than younger generations. The survey also found that Daejeon city was strongly associated with images of science and technology, particularly areas such as Expo and the Daedeok Valley. This study's results suggests that developing a menu and marketing strategy based upon associated regional images may increase awareness for local foods among young consumers.

키워드

참고문헌

  1. 김상보 (2004) 전통향토음식. 신광출판사, 서울. p 19-74.
  2. 대전광역시 (2002) 대전의 전통정통. 향토음식 연구개발에 관한 연구. 대전광역시, 대전. p 3-10.
  3. 장명숙, 윤숙자 (2000) 한국음식. 효일문화사, 서울. p 72-145.
  4. 한 억 (1996) 傳統飮食의 現代的認識과 再創造. The Seoul National University. Seoul. p 22-67.
  5. 한국관광공사 (2009) 대한민국대표 음식이야기. 한국관광공사, 서울. p 27.
  6. Baek JO (2009) A study on the university students' attitude and importance of native local foods in Busan and Gyeongnam areas. The Korean Journal of Culinary Research 15: 137-148.
  7. Cha SV, Im JH, Lee AJ (2000) A study on the development of the local traditional menu in Chonan area. Journal of Foodservice Management Society of Korea 3: 211-229.
  8. Choo JJ (2007) Perception and concerns regarding Jeollabukdo local foods among university students in Jeollabuk-do, J East Asian Soc Dietary Life 17: 20-26.
  9. Hu Y, Ritchie J (1993) Measuring destination attractiveness : A contextual approach. Journal of Travel Research 32: 25-35. https://doi.org/10.1177/004728759303200204
  10. Jenkins O (1999) Understanding and measuring tourist destination images. International Journal of Travel Research 1: 1-15.
  11. Kim JH, Jin YH (2008) A study on the excavation of reputable family foods of Gwangju and Jeollanam-do, and tourism commercialization based on historic storytelling. Journal of Foodservice Management Society of Korea 11: 25-47.
  12. Lee HW (2008) A plan to promote province food festival by culture tourism resources. The International Society of Tourism Industry 1: 151-172.
  13. Lee JC, Nam TY (2006) A study reorganization and preferences local food. Journal of Tourism Information 24: 1-22.
  14. Lee SM(2009) Promotion acknowledgement and preference on regional foods in Dan Yang county. The Korean Journal of Contents 9: 322-331.
  15. Lee YJ, Choi SG(2004) A study on the recognition and preference of university students for native foods in Gyeongju area. Journal of Food-Service Management Society of Korea 7: 157-174.
  16. Lee YM (2006) Development of native local foods connected with regional festival, Kyung-won University. Sungnam. p 4-22.
  17. Min KH (2006) Menu evaluation for native foods in Jeonju area. Koreaa J Food Cookery SCA 22: 96-104.
  18. Park BR (2007) A study of the local tourism activation strategies based on food tourism industrial environment in Hoengseong region. Hallym College 37: 20-22.
  19. Seo YS (2004) A study for developing the local dishes in Daejeon, Chungnam National University. Daejeon. p 6-16.
  20. Ya ES (2008) A research on promotion of culinary tourism in Korea. Tourism Management Research Organization 37: 21-24.
  21. Yang TS, Oh MC (2009) A study on impacts of selection attribute of Jeju local folkore food on customers' behaviors. Korea Journal of Nutrition 38: 636-643. https://doi.org/10.3746/jkfn.2009.38.5.636