Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Study on Relationship between Service Quality for Food and Beverage and Service Value, Customer Satisfaction, Destination Associations

관광지 식음료 서비스 품질과 서비스 가치, 고객만족, 관광지 연상과의 관계연구

  • Chun, Joo-Hyung (Department of Tourism Management, Chungwoon University) ;
  • Lim, Yeon-Woo (Department of Tourism Management, Chungwoon University)
  • 전주형 (청운대학교 관광경영학과) ;
  • 임연우 (청운대학교 관광경영학과)
  • Received : 2017.11.03
  • Accepted : 2017.12.08
  • Published : 2017.12.31
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Abstract

The purpose of this study is to investigate the relationship between service quality, service value, customer satisfaction and destination association. Based on previous studies, hypotheses and research models were derived and surveyed. The analysis was conducted using 406 valid questionnaires. The study results are as follows. The physical environment and the food quality of the tourist restaurant service quality affected service value. Employee service and food quality affected satisfaction. Service value affected satisfaction. The value of service affected the association of sightseeing destination. Nevertheless satisfaction did not affect the association of sightseeing spots. Based on these study results, the following implications are suggested. Restaurant management should prioritize food quality control. Local governments need support the improvement of the physical environment. A local menu that is reminiscent of tourist attractions should be developed.

이 연구는 음식관광에 대한 국민적 관심과 지방자치단체의 장소 마케팅으로서의 가치 인식 등을 배경으로 관광지 식당을 대상으로 관광지 식음료 서비스 품질과 서비스 가치, 고객만족, 관광지 연상 간의 인과관계에 대하여 연구 하였다. 선행연구를 바탕으로 가설과 연구모형을 도출하여 설문조사를 실시하였다. 406부의 유효 설문지에 대하여 SPSS와 AMOS를 이용하여 빈도분석, 확인적 요인분석, 그리고 구조방정식을 이용하여 가설검증을 실시하였다. 연구결과 관광지 식음료 서비스 품질의 '물리적 환경'과 '음식품질' 요인은 서비스 가치에 영향을 미치는 것으로 나타났다. 관광지 식음료 서비스 품질의 '종업원 서비스'와 '음식품질' 요인은 고객만족에 영향을 미치는 것으로 나타났다. 관광지 식당의 서비스 가치는 고객만족에 영향을 미치는 것으로 나타났다. 관광지 식당의 서비스 가치는 관광지 연상에 영향을 미치는 것으로 나타났다. 그러나 고객만족은 관광지 연상에 영향을 미치지 않았다. 이와 같은 연구결과를 바탕으로 다음과 같은 시사점을 도출하였다. 첫째, 외식 사업자 입장에서 음식품질 관리가 우선되어야 한다. 음식품질은 외식산업의 근본에 해당하는 것으로 각종 광고와 마케팅 속에서도 원칙의 중요성을 일깨우는 시사점이다. 둘째, 지방자치단체 입장에서 외식 사업자에 대한 물리적 환경개선을 위한 지원이 필요하다. 일부 지방자치단체에서 시행하는 메뉴개발과 종업원 서비스 교육보다는 관광성을 증가시키는 시각적 효과의 중요성이 부각되는 시사점으로 볼 수 있다. 그리고 마지막으로 지역과 관광지 특성이 연상될 수 있는 향토색 있는 메뉴가 개발되어야 한다. 즉 관광지 식당이 관광지 연상으로 이어져 많은 관광객이 많이 찾을 수 있게 하는 마케팅 도구가 되기 위해서는 지역성 반영이 우선되어야 한다는 것을 시사한다.

Keywords

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