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지역의 전통 음식점이 관광객 유인과 그로 인한 지역경제에 기여하는 바가 큼에도 불구하고 지역 전통 음식점 이용에 관한 소비자의 심리성향을 체계적으로 다룬 연구는 흔치 않은 실정이다. 본 연구는 지역 전통 음식점의 선호와 방문의도에 개인의 소비성향, 인지욕구, 그리고 자기해석이 어떠한 영향을 미치는지를 규명하고자 하였다. 또한 전통 음식점과 일반 음식점이 갖는 장점과 단점을 제시하여 개인성향이 음식점 유형에 따른 선호와 방문의도에서 차이가 있는지를 분석하였다. 연구결과 감성적 소비성향 집단, 상호의존적 자기해석 집단이 이성적 소비성향 집단, 독립적 자기해석 집단에 비해 지역 전통 음식점에 대한 선호와 방문의도가 높게 나타났다. 한편, 인지욕구가 높은 집단은 낮은 집단보다 지역 전통 음식점에 대한 방문 의도는 높았지만 선호도에서는 차이를 발견할 수 없었다. 개인성향이 음식점 선호도와 방문의도에 미치는 영향력을 전통 음식점과 일반 음식점으로 구분하여 살펴본 결과는, 감성적 소비성향 집단, 인지욕구가 높은 집단, 상호의존적 자기해석 집단에서 전통 음식점에 대한 방문의도가 일반 음식점에 대한 방문의도 보다 높은 것으로 나타났다. 본 연구 결과는 개인의 감성과 호기심의 자극, 그리고 타인의 좋은 평판이 지역의 전통 음식점 방문의도를 높일 수 있음을 시사한다.
The purpose of this study was to investigate an impact of consumption disposition, need for cognition, and self-construal on preference and visit intention for two kinds of food restaurant. The type of the food restaurant was divided into regional traditional restaurant with emotional attributes and ordinary restaurant with rational attributes. The study results showed that emotional consumption disposition and interdependent self-construal was higher at preference and visit intention for traditional restaurant than rational consumption disposition and independent self-construal, and high need for cognition was higher at visit intention for traditional restaurant than low need for cognition while there was no difference at preference for traditional restaurant between high and low need for cognition. According to comparison analysis of two kinds of restaurant, the intention to visit traditional restaurant was higher in condition of emotional consumption disposition, high need for cognition, and interdependent self-construal than the intention to visit ordinary restaurant. The present study gives an implication that it is important to develop marketing strategy considering emotional aspects of traveler, stimulation of need for cognition, and human relationship for promotion of food tourism industry.
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