Alternative healthy food choice for tourists: Developing Buddhist temple cuisine

Abstract

This study investigated the attitudes and subjective norms involved in food consumption by tourists, the degree of awareness of South Korean Buddhist temple cuisine among tourists, and associated consumer characteristics. These characteristics are summed as tourists with weak attitudes and subjective norms and those with strong attitudes and subjective norms. A questionnaire mainly asked about awareness, attribute beliefs, and normative beliefs relating to temple cuisine and the evaluation properties of food. This study examined the popularization of temple cuisine as a niche food tourism market beyond the Buddhist community, making it pioneer research in the field of temple cuisine.