Title Page
Contents
Abstract 13
CHAPTER ONE. Introduction 15
1.1. Background of the study 15
1.2. Introduction 17
1.3. Problem Statement and research gap 20
1.4. Aim and objectives of the research 21
1.5. Research Questions 22
1.6. Scope of the study 23
1.7. Significance of the study 24
1.8. Explanation of the keywords 25
1.8.1. Food Culture: 25
1.8.2. Korean Food: 25
1.8.3. Destination Image: 25
1.8.4. Internal Perception: 26
1.8.5. Bibimbap: 26
1.8.6. Kimchi: 26
1.8.7. Bulgogi: 26
1.8.8. Galbi: 26
1.8.9. Japchae: 26
1.8.10. Soybean Paste: 26
1.9. Organizational of the chapters 26
CHAPTER TWO. Review of the literature 28
2.1. Local food 29
2.2. Korean food, the symbol of Korean culture 33
2.3. Factors of tourism 36
2.4. Culinary tourism 38
2.5. Culinary tourism experience 44
2.6. Food tourism 48
2.7. Foodie and food tourist 50
2.8. Correlation between the food and tourism 52
2.9. Food and culture 53
2.10. Demographic status and food consumption 55
2.11. Food as motivating factor 57
2.12. Authenticity in food tourism 58
2.13. Food image 60
2.14. Gastronomic tourism 61
2.15. Gastronomic tourism and culture: Heritage of local food 63
2.16. Linking food experience to tourist demand 64
2.17. Theoretical framework 66
2.18. Research hypothesis 67
CHAPTER THREE. Methodology 69
3.1. Research design 69
3.2. Instrumentation 72
3.3. Data collection and sampling 73
3.4. Data analysis procedure 74
3.5. Hypothesis testing 77
3.6. Regression analysis 79
CHAPTER FOUR. Result Analysis 80
4.1. Respondent Profile 80
4.2. Descriptive Statistic 90
4.3. Cronbach's Alpha Analysis 94
4.4. Exploratory Factor Analysis (EFA) 94
4.5. EFA 95
4.6. Rotated Component Matrix 100
4.7. Correlation matrix 105
4.8. Correlation and Multicollinearity 106
4.7. Regression testing 107
4.9. Hypotheses testing H1 to H7 107
4.10. Hypothesis testing H8 108
CHAPTER FIVE. Discussion, Conclusion and Recommendation 109
5.1. Discussion 109
5.2. Conclusion and Recommendation 111
5.3. Limitations 113
5.4. Contribution to new knowledge 114
5.5. Suggestion for future researcher 114
References 116
Appendices 11
Appendix A. Cover Letter 130
Appendix B. Questionnaire 131
Appendix C. Raw Data 136
Appendix D. Data Analysis 158
Appendix E. Food Images 166
Appendix F. Population Graph 172
[Table 3.1] Authentic Korean food attributes 69
[Table 4.1] Frequency of data 81
[Table 4.2] Summary of Survey 83
[Table 4.3] Important Ranking of Variables 90
[Table 4.4] KMO and Bartlett's Test 95
[Table 4.5] Total Variance Explained 97
[Table 4.6] Rotated Component Matrix 100
[Table 4.7] Correlation matrix 106
[Table 4.8] Regression analysis 107
[Figure 1.1] Map of South Korea 24
[Figure 2.1] Theoretical framework of local Korean food 66
Plate 1. Bibimbap 166
Plate 2. Bulgogi 167
Plate 3. Soybean paste 168
Plate 4. Kimchi 169
Plate 5. Samgye-tang 170
Plate 6. Set Side-dishes 171