Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Analyzing the Importance of Tourists' Restaurant Choice Attributes in Tourism Provinces

강원 동해안 관광객의 외식점포 선택속성의 중요도 분석

  • Chae, In-Sook (Department of Food Science & Nutrition, Cheju National University) ;
  • Lee, So-Jung (Department of Food & Nutrition, Chosun University)
  • 채인숙 (제주대학교 식품영양학과) ;
  • 이소정 (조선대학교 식품영양학과)
  • Published : 2008.06.30
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Abstract

The purposes of this study were (1) to analyze the absolute and relative importance of tourists' choice attributes of restaurants and (2) to compare tourists' choice patterns with the prediction of restaurant operators in the tourism provinces of Gangwon-do, Empirical data for this study were collected from the 77 tourists and 66 restaurants operators. The attributes and attribute levels for the hypothetical profiles were decided from a focus group interview and 15 profiles were selected from fractional factorial designs. The SPSS/WIN 12,0 conjoint procedure was used to calculate the utility scores and simulate the profiles, According to the analysis on the relative importance of tourists' choice attributes of restaurants, food taste was the most important attribute(36.9%), followed by facility cleanliness(28.5%), dishes cleanliness(24.5%), price(19.3%) and service(18.3%). The tourists' ratings of the importance of the individual attributes differed from the ranking of the relative importance of the same attributes as derived from the conjoint analysis. The operators rated dishes cleanliness(27.6%) as also important, followed by food taste(27.7%), in choosing a restaurant Tourists' preference and operators' prediction of hypothetical profiles showed significant difference in L(p < .05), O(p < .01), M(p < .05), and H(p < .01) restaurants. Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of tourists' restaurant choice decision process and measure the latent needs of tourists in the tourism provinces.

Keywords

References

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