The Impact of Foreign Tourists' Traditional Market Experiences on Enjoyment, Tourist Satisfaction, and Behavioral Intention: Applying the Concept of Eatertainment

In this study, we established a research model and hypotheses to examine the relationship between foreign tourists' eatertainment experiences in traditional markets and their enjoyment, satisfaction, and behavioral intentions. And then we conducted empirical analysis to verify the hypotheses. After conducting in-depth interviews with 10 adult men (4 men) and women (6 women) who visited Gwangjang Market in Seoul as a preliminary survey, a survey was conducted from October 1, 2024 to November 10, 2024, focusing on Myeongdong and Hongdae in Seoul, and traditional markets such as Gwangjang Market, Namdaemun Market, and Dongdaemun Market. A total of 400 questionnaires were distributed. And 379 of them, excluding 21 inappropriate questionnaires, were used as valid data for empirical analysis. The analysis results are as follows. First, entertainment experiences (entertaining food, entertaining services, and entertaining environments) in traditional markets had a significant effect on enjoyment. Second, enjoyment had a significant effect on tourist satisfaction. Third, tourist satisfaction had a significant effect on behavioral intention (traditional market behavioral intention, Korean food (products) behavioral intention). The results of this study are expected to contribute to the expansion of the base of Korean food culture and the promotion of sales of Korean food (products) in overseas markets by providing enjoyment through the eatertainment experience in traditional markets and by combining the health-oriented characteristics of Korean food with traditional cultural elements to commercialize Korean food (products) as a single brand.