To Find equilibrium of food festival tourism: an application of factor analysis and analytical hierarchy proces (FAAHP)

• Autores: Young Hoon Kim
• Localización: Event management, ISSN 1525-9951, Vol. 20, No. 2, 2016, págs. 135-146
• Idioma: inglés
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• Resumen

  • As one of the most flourishing interests and growth engine in tourism, food became a great resource for destination marketing. Thus, food and tourism have been studied and developed together. Destination marketing organizations (DMOs) have utilized and developed their own regional resources (i.e.,food and tourism attractions). It is also recommended that regional restaurant and cuisine need to be developed together to promote special cuisines of a destination. However, it is generally acknowledged that there has been a research gap between the two aspects of supply and demand in destination marketing and management. The objective of this study is to compare and find the equilibrated position from both sides, and possibly suggest a practical method (i.e., combining of factor analysis and analytical hierarchy process) that can also be applied in other studies. The results point out that this new method (i.e., FaAHP) represents the first approach in finding an equilibrated point by providing efficient and effective decision making process for DMOs. In addition, this practical approach can be useful in strategic planning for the future food tourism and festival research.