올림픽 개최지 이미지가 음식관광ㆍ지역 활성화에 미치는 영향연구 - 평창올림픽 강릉특구를 중심으로 -

I would like to introduce the results of this research and the following implications. First of all, it is found that the three variables of the venue image perceived by citizens uniformly affect the essence, economy, experience and pursuit value of food tourism, but the cognitive image does not affect the experience value, and the behavior image does not affect the essential value. Second, according to the analysis, the cognitive and emotional image of citizens in the venue has an impact on local activation, but the behavioral image does not. Considering that behavioral image is an important factor in regional activation, we have come to the implication that it must be used as an opportunity to redefine the image of the city. Finally, citizens believe that the economic value and pursuit value of food tourism have an impact on regional activation, but the essence and experience value have no impact. This prioritizes the importance of reasonable prices, unique tastes, health and unique local cuisine, and suggests that food tourism should be promoted by inheriting and developing various food cultures and storytelling. As a hint of the overall results of this study, we believe that it is necessary to work hard to develop regional activation variables related to tourism and reflect them in policies. It is necessary to be able to estimate the economic impact of tourism consumption. For this reason, it is necessary to establish a data collection system that can determine the number of tourists based on tourism purposes and types of tourism, and to establish an efficient environment. An analysis system can be used to establish policies.