The influence of food involvement on Australian consumers' perceptions of Korean ethnic food attributes and food-related travel preferences
Date
2013
Authors
Kim, K.
Editors
Fountain, J.
Moore, K.
Moore, K.
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Conference paper
Citation
CAUTHE 2013 : tourism and global change : on the edge of something big, 2013 / Fountain, J., Moore, K. (ed./s), pp.407-410
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2013 Council for Australian University Tourism and Hospitality Education Conference (CAUTHE 2013) (11 Feb 2013 - 14 Feb 2013 : Christchruch, New Zealand)
Abstract
Ethnic food consumption experience has become important means of generating awareness and understanding of a destination’s identity and gastronomy culture. In particular, Asian cuisines have received considerable attention in Western countries such as Australia, largely due to globalisation, migration and tourism. Recent research addresses the need of a better understanding of consumers’ perceptions of ethnic food attributes and food-related travel preferences for examining different ways of influencing consumer decision-making process and improving proactive responsiveness to the current market changes. This paper aims to fill this gap by examining the influence of the previous food involvement on Australian consumers’ evaluation of Korean ethnic food attributes and their preferences for foodrelated travel activities. Results from the Korean restaurant patron survey provide empirical evidence, suggesting that the food involvement-based typology is a useful segmentation approach. This study suggests that there is scope for the development of food tourism positioning strategies for targeting a particular ethnic food’s identity and relevant tourism activities that could match the preferences being sought by distinct types of market segments.
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Copyright 2013 Council for Australian University Tourism and Hospitality Education (CAUTHE)