Culinary science and hospitality research (한국조리학회지)
- Volume 14 Issue 1
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- Pages.1-10
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- 2008
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
Measuring the Tourist Preference for Restaurants in Eastern Area of Jeonnam
전남 동부 지역 음식점들에 대한 관광객 선호도 평가
- Kang, Jong-Heon (Dept. of Cooking Science, Sunchon National University) ;
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Jeong, Hang-Jin
(Dept. of Cooking Science, Sunchon National University)
- Published : 2008.03.30
Abstract
The purpose of this study was to measure the estimated coefficient and marginal willingness to pay of attribute level: origin logo, origin description, traditional food, fusion food, service guarantee, and price, which influence tourist preference for restaurants. Also, the study identified the attribute which confers the highest importance to tourists. Conjoint experiment and the ordinal probit model were used for this study. A total of 210 surveys were conducted by tourists. The findings from this study were as follows. First, the effects of all attributes on tourist preference for restaurants were statistically significant. Second, tourists regarded an origin logo as the very important attribute, and were more willing to pay for the case where the menu contained origin logo. These findings suggested new marketing opportunities for restaurant managers. Although this study provides some evidence on the value of the local product brand to tourists, a similar measure has not been developed for local residents. This is an area in need of future research.
Keywords
- tourist preference;
- restaurant;
- attribute level;
- conjoint;
- ordinal probit model;
- marginal willingness to pay