전남 동부권 음식서비스에 대한 관광객의 만족과 행동의도에 관한 연구
(A) Study on the determination factors for tourist to dine at restaurants in the eastern area of Jeonnam
음식서비스 관광객 행동의도;
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The purpose of this study was to identify important selection attributes of tourists for dining at restaurants in eastern area of Jeonnam, and the determinant and predicting factors in tourists' intentions of revisiting. A closed-ended questionnaire was used, and a systematic sampling approach was employed to survey a sample of tourists in restaurants. A total of 224 questionnaires were used for analysis. Multivariate analysis(factor and regression analysis) was performed for 37 selection attributes measured on five-point scale. A six-dimensional structure(food taste & quantity, food plating, assurance, reliability, empathy and physical tangibles)was established from 37 selection attributes. The results of the study showed that three dimensions were significantly related with the tourists' intentions of revisiting. The dimension of food taste & quantity had the greatest impact on tourists' choices. It was clear that a restaurant manager's emphasis on only one dimension to attract tourists might not be as effective as applying a multi-dimensional strategy.