The purpose of this study was to understand food tourism attributes and establish marketing strategy of Head family's food tourism in order to develop Head family's food tourism product. Food tourism became an international trend, and popular tourism ... The purpose of this study was to understand food tourism attributes and establish marketing strategy of Head family's food tourism in order to develop Head family's food tourism product. Food tourism became an international trend, and popular tourism destinations like Italy and France adopted it as a main element of their tourism marketing. Recently, in Korea, also, in order to foster food tourism product using traditional Korean dishes, Head family that combined family traditions and regional characteristics is recognized as a unique cultural resource. However, the research on the Head family's food tourism is limited to qualitative analysis. In order to develop a diverse range of Head family's food as tourism product, it is important to research the perception of tourists toward the type of Head family's food tourism. In study 1, selection attributes of Head family's food tourism product were identified based on qualitative research among foreign food tourism experts and Head families in Korea. Based on the result, Study 2 examined Korean domestic tourist’s preference of Head family's food tourism product based on adult males and females aged 19 and older who are aware of Head family. In Study 1, to identify selection attributes of Head family’s food tourism product, a survey was conducted among foreign food tourism experts regarding general selection attributes of food tourism product. Also, the attributes and levels of Head family's food tourism that can be applied to Korea were identified through an in-depth interview. Based on the responses of 34 food tourism experts in Italy, France, and Japan, 'Food attraction', 'Traditionality', 'Locality', 'Convenience', and 'Appropriateness of price' were selected as selection attributes of food tourism product. For the in-depth interview with Head family, Park Jaegyu Jongga, Seon Yeonghong Jongga, and Gyeam Old House were selected. Basic resources that can be applicable to developing food tourism product were identified based on these three Head family. In the combined analysis of general selection attributes of food tourism and those of Korean Head family’s food tourism products, 'Length of stay', 'Traditionality', 'Infrastructure', and 'Price' were identified as selection attributes of Head family's food tourism product. In Study 2, a conjoint analysis was designed based on the attributes selected in Study 1. This study surveyed the preference of Korean domestic tourists about 16 stimulation profiles. The result showed that Length of stay had 26.06% importance, which suggests it is the most important consideration for Korean domestic tourists, followed by Experience type (25.57%), Price (24.17%), Traditionality (12.37%), and Infrastructure (11.84%). According to a calculation of total utility, Korean domestic tourists most preferred a product that offers 'Tasting Head family's food in a fusion style for 6 hours a day at an original Head house, and 60,000 KRW' and least favored a product that offers 'a Head family's food cooking class in a fusion style for one night two days at an original exterior of Head house, modernized interior and 30,000 KRW'. The most optimal combination of attributes according to partial value was a food tourism product that offers 'a tasting original Head family's food at an original exterior of Head house, modernized interior and 60,000KRW'. The market segmentation analysis of Head family’s food tourism product identified four groups: 'celebration-focused group,' 'pragmatism group,' 'learning-oriented group,' and 'modern aesthetics group.' 'Celebration-focused group' preferred a 95,000KRW product offered for one night two days at an original Head house where they can enjoy Head family's fusion food and special events’ and were mostly composed of women. 'Pragmatism group' preferred a 60,000KRW product for offered 6 hours a day at a facility with original exterior of Head house and modernized interior where they can enjoy original Head family's food for tasting.' In this group, the majority of the members were male who preferred tasting of original Head family's food at an original exterior of Head house, modernized interior, and practical values. 'Learning-oriented group' preferred a 60,000KRW product offered for 6 hours a day at a facility with original exterior of Head house and modernized interior where they can enjoy Head family's original food and attend a cooking class.' This group preferred to learn and cook Head family's food on their own, and the gender ratio was balanced. 'Modern aesthetics group' preferred a 60,000KRW product offered for 6 hours a day at a facility with original exterior of Head house and modernized interior where they can enjoy Head family's fusion food and special events. The gender ratio was balanced in this group. This study investigated selection attributes related to Head family's food tourism product based on food tourism experts and verified Head family's differential values based on an in-depth interview with Head family. Also, it investigated marketing strategies for development of Head family's food tourism product by applying a conjoint analysis, which is commonly used for evaluating new product concepts and market segmentation strategies. Further research will need to be conducted with foreign tourists as subjects as Head family's food is an attractive tourism resource for foreign visitors as well.
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