Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
권호 표지

Conjoint Measurement of Tourist Preferences for Foodservice in Sunchon City

순천시 음식서비스에 대한 관광객 선호도의 컨조인트 평가

  • 강종헌 (순천대학교 조리과학과)
  • Published : 2003.06.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to identify combinations of factors, with regard to the use of restaurants by tourists, and to establish the relative importance of these factors in terms of their contribution to the total usage. Of 250 questionnaires, 209 were utilized for analysis in this study. Crosstabs, conjoint analysis, paired-samples t-test, k-means cluster analysis, one-way ANOVA analysis, and the Friedman test were used for the statistical analysis. The findings from this study were as follows: First, the Pearson's R and Kendall's tau statistics show that the model fits the data well. Second, it was found that 209 tourists most preferred restaurants that provided excellent quality traditional food, with a high quality of service, at a cheap price for the suburb. The 81 tourists of the first cluster most preferred restaurant that provided excellent quality fusion food, at a cheap price for the suburb. The 65 tourists of tile second cluster most preferred restaurant that provided average quality national food, at an expensive price for the suburb. The 63 tourists of the third cluster most preferred restaurant that provided excellent quality traditional food, at a reasonable price for the suburb. Third, it wis found that all tourists and the three clusters groups regarded both the type of food and its price to be very important factors. Finally, the results used in this study have provided some insight into the types of marketing strategies and tourism policies that may be successfully used by the operators and policymakers managing a location, the quality, price and type of food, and quality of service required by tourists dining at restaurants.

Keywords

References

  1. Lee, JR and Chu, MH : The Analysis of Tourist's Behavior in Event-Tourism. The Geographical Journal of Korea, 29:59-84, 1997
  2. Ham, SJ : Suggestions for the Strategies in Merchandizing the Local F & B at the Tourist Destinations. Journal of Tourism Sciences, 20(1): 198-220, 1996
  3. Kim, WI and Shin, HH : A Study on the Factors which Influence Evaluation of Restaurant Service. Korean Journal of Hotel Administration, 9(1):161-189, 2000
  4. Park, HP and Kim, KC : A Study on Consumer Satisfaction and Intention of Repurchasing of Food and Beverage Products. Journal of Tourism Policy, 5(1): 165-194, 1999
  5. Yang, IS, Kim, HY, Shin, SY and Kim, SH : Analysis of the Customers' Expectation and Satisfaction for Service Quality in Restaurants. Korean J. Dietary Culture, 15(1):41-49, 2000
  6. Sheldon, PJ and Fox, M : The role of foodservice in vacation choice and experience. Journal of Travel Research, 27(2):9-15, 1988 https://doi.org/10.1177/004728758802700202
  7. Nield, K, Kozak, M and LeGrys, G : The role of food service in tourist satisfaction. Hospitality management 19:375-384, 2000 https://doi.org/10.1016/S0278-4319(00)00037-2
  8. Reisinger, Y and Waryszak, R : Catering to Japanese Tourists. Journal of Restaurant & Foodservice Marketing. 1(3/4):53-71, 1996 https://doi.org/10.1300/J061v01n03_04
  9. Koo, LC, Tao, FKC and Yeung, JHC : Preferential segmentation of restaurant attributes through conjoint analysis. International Journal of Contemporary Hospitality Management, 11(5):242-250, 1999 https://doi.org/10.1108/09596119910272784
  10. June, LP et al. : Service Attributes and Situational Effects On customer Preferences For Restaurant Dining. Journal of Travel Research, 26(2):20-27, 1987 https://doi.org/10.1177/004728758702600205
  11. Pol, M and Ryan, M : Using conjoint analysis to establish consumer preferences for fruit and vegetables. British Food Journal, 98(8):5-12, 1996 https://doi.org/10.1108/00070709610150879
  12. Tucci, LA et al. : Service guarantees and consumers' evaluation of services. The Journal of Services Marketing, 11(1):10-18, 1997 https://doi.org/10.1108/08876049710158330
  13. Orth, UR et al. : Quality signals in wine markketing. International Food and Agribusiness Management Review, 111:1-14, 2002
  14. Monteiro, DM et al. : Conjoint measurement of preferences for traditional cheeses in Lisbon. British Food Journal, 103(6):414-424, 2001 https://doi.org/10.1108/00070700110400406
  15. Kupiec, B et al. Measuring consumer quality judgements. British Food Journal, 103(1):7-22, 2001 https://doi.org/10.1108/00070700110382911
  16. Ness, MR et al. : Consumer Prefernces for Quality and Freshness Attriubutes of Eggs. British Food Journal, 96(3):26-34, 1994 https://doi.org/10.1108/00070709410060808
  17. Kang, SK and Oh, SY : Consumer Preferences on Shik-Hye's Attributes Using Conjoint Analysis. Korean Food Marketing Association, 17(4):207-222, 2000
  18. Murphy, M et al. : Irish consumer preferences for honey: a conjoint approach. British Food Journal, 102(8):585-597, 2000 https://doi.org/10.1108/00070700010348424
  19. Walley, K et al. : Quality assurance and the consurner. British Food Journal, 101(2): 148-161, 1999 https://doi.org/10.1108/00070709910261936
  20. Baker, GA and Burnham, TA : The market for genetically modified foods. International Food and Agribusiness Management Review, 108:1-11, 2002
  21. Tse, ACB : How much more are consumers willing to pay for a higher level of service? Journal of Service Markketing, 15(1):11-17, 2001 https://doi.org/10.1108/08876040110381328