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Predicting Foreign Tourists' Visit Intention toward Korean QSR Applying a Model of Goal-oriented Behavior: with a Moderating Effect of Restaurant Involvement

목표지향적 행동모형을 통한 외국인관광객의 한식QSR 방문의도 예측: 관여도의 조절효과와 함께

  • Received : 2015.09.09
  • Accepted : 2015.10.26
  • Published : 2016.03.28

Abstract

It is often reported that foreign tourists visiting Korea are not satisfied with dining in a Korean restaurant, and the reason is assumed that most of the Korean restaurants are targeting Koreans and operating in a traditional way; thus, this study suggests the need of a new type of Korean restaurant such as quick service restaurant, where foreign tourists could have Korean food in a more familiar way. It is attempted to examine foreign tourists' visit intention toward Korean quick service restaurant (QSR) applying the model of goal-oriented behavior (MGB). The survey was conducted with foreign tourists and total 275 data was gathered. Structural equation modeling was used for analysis. Among MGB variables, attitude, subjective norm, perceived behavioral control had significant effect on desire, while postive and negative anticipated emotions did not had significant effect. Also, involvement showed a significant moderating effect as positive anticipated emotion had much stronger effect on desire in a high involvement group.

Keywords

Model of Goal-directed Behavior(MGB);Anticipated Emotion;Desire;Involvement;Korean Quick Service Restaurant(QSR)

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