Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Measuring the Effects of Menu Price and Image on Perceived Sacrifice and Value of Tourist Restaurant in Jeonnam Tourist Area

전남지역 관광지 식당의 메뉴가격과 이미지가 지각된 희생과 가치에 미치는 영향 평가

  • Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
  • Ko, Beom-Seok (Dept. of Hotel Culinary Arts & Wine.offee, Daegu Health College)
  • 강종헌 (순천대학교 조리과학과) ;
  • 고범석 (대구보건대학 호텔조리음료계열)
  • Published : 2007.12.31
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Abstract

The purpose of this study was to measure the effects of menu price and image on perceived sacrifice and value of tourist restaurant, the mediating effects of perceived sacrifice on the relationships between menu price and value, and between image and value. A total of 273 questionnaires were completed. ANCOVA was used to measure the mediating effects of perceived sacrifice on the relationships among menu price, image, and value. When the menu price and perceived sacrifice were regressed on the value, the menu price and perceived sacrifice were statistically significant. Moreover, when the image and perceived sacrifice were regressed on the value, the image and perceived sacrifice had a statistically significant effects on value. The results demonstrated that perceived sacrifice played a mediating role in the relationship between menu price and value.

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References

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