Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Event Quality on Brand Value, Satisfaction and Recommend Intention as perceived by Local Food Event Participants: Case of Miderdok Festival in Changwon Province

  • Kang, Hee-Seog (Dept. of Culinary & Foodservice, Kyonggi University) ;
  • Park, Jeong-Mee (Dept. of Culinary & Foodservice, Kyonggi University) ;
  • Lee, Sang-Mook (Dept. of Foodservice Management, Kyungsung University)
  • Received : 2017.09.08
  • Accepted : 2017.09.19
  • Published : 2017.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of current study was to identify the influence of event quality on brand value, satisfaction, and recommend intention as perceived by a local food festival participants. Survey was distributed to the Changwon Miderdok festival participants, 350 questionnaire surveys were distributed and 330 participants were employed for statistical analysis with erasing invalid responses. Based on the process of hypothesis verification on the formulated model, it suggested that motivation factors have significantly impact on evolvement element. Specifically, humanic and physical elements were significant predictors of both brand value and satisfaction, and all factors of event quality except convenience were critical antecedents of visitors' satisfaction. In current study, in addition, brand value has positive influence on satisfaction and satisfied visitors tried to recommend the destination to others. This study will help to develop meaningful marketing strategy for local food festival industry. Furthermore, this study will contribute to improve an attractive business model to increase profit for both local society and academic study related to local food festival.

Keywords

References

  1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended twostep approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
  2. Aaker, D. A., & Keller, K. L (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 27-41.
  3. Axelsen, M., & Swan, T. (2009). Designing festival experiences to influence visitor perceptions: The case of a wine and food festival. Journal of Travel Research, 49(4), 436-450. https://doi.org/10.1177/0047287509346796
  4. Bessiere, J. (1998). Local development and heritage: traditional food and cuisine as tourist attractions in rural areas. Sociologia Ruralis, 38(1), 21-34. https://doi.org/10.1111/1467-9523.00061
  5. Chen, C. F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717. https://doi.org/10.1016/j.tra.2008.01.007
  6. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18 (3), 382-388. https://doi.org/10.2307/3150980
  7. Jang, S. C. S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism Management, 28(2), 580-590. https://doi.org/10.1016/j.tourman.2006.04.024
  8. Jin, N., Lee, H., & Lee, S. (2013). Event quality, perceived value, destination image, and behavioral intention of sports events: The case of the IAAF world championship, Daegu, 2011. Asia Pacific Journal of Tourism Research, 18(8), 849-864. https://doi.org/10.1080/10941665.2012.711336
  9. Jung, M. H. (2009). Analysis of the impact of food package sizzle valuation of product quality perception and consumer purchasing behavior (Master's thesis). Yonsei University.
  10. Kim, J. H., Jang, M. H., & Kim, D. C. (2016). Effects of food involvement and novelty seeking on culinary tourism behavior and intension of revisiting the Jeonju Bibimbab food festival. International Journal of Tourism and Hospitality Research, 30(6), 71-84.
  11. Kim, S. Y. (2010). The study of effective relationships among on hotel employe's career management, job satisfaction, job commitment, and customer orientation (Doctoral dissertation). Dongmyung University.
  12. Kwon, S. M., Seo, S. Y., & Lee, K. P. (2011). The effect of festival's brand equity on visitor's perceived value and attitude about host region. Journal of Tourism & Leisure Research, 22(2), 77-96.
  13. Lee, S. Y., Petrick, J. F., & Crompton, J. (2001). The roles of quality and intermediary constructs in determining festival attendees' behavioral intention. Journal of Travel Research, 45(4), 402-412. https://doi.org/10.1177/0047287507299566
  14. Lee, J., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696. https://doi.org/10.1177/0047287510385465
  15. Lee, S. M. (2016). Influence of informational clues on subjective knowledge, concern, and satisfaction and behavioral intention toward healthy foods in full-service restaurants. Culinary science and hospitality research, 22(6), 78-86. https://doi.org/10.20878/cshr.2016.22.8.007007007
  16. Lim, M. J., & Lim, M. R. (2010). Relationship among perceived service quality, attitude, behavioral intention in festival. The Journal of the Korea Contents Association, 10(6), 460-470. https://doi.org/10.5392/JKCA.2010.10.6.460
  17. McDougall, G. M. C., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410. https://doi.org/10.1108/08876040010340937
  18. Mithas, S., Krishnan, M. S., & Fornell, C. (2005). Why do customer relationship management applications affect customer satisfaction?. Journal of Marketing, 69(4), 201-209. https://doi.org/10.1509/jmkg.2005.69.4.201
  19. Namkung, Y. & Jang, S. C. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924
  20. Nunnally, C. J. (1978). Psychometric Methods. New York: Mc-Graw-Hill.
  21. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
  22. Petrick, J. F., & Backman, S. J. (2002). An examination of the determinants of golf travelers' satisfaction. Journal of Travel Research, 40(3), 252-258. https://doi.org/10.1177/004728750204000303
  23. Raajpoot, N. A. (2002). TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. Journal of Foodservice Business Research, 5(2), 109-127. https://doi.org/10.1300/J369v05n02_08
  24. Ryu, K. S., & Han, H. S. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329. https://doi.org/10.1177/1096348009350624
  25. Shin, C. Y., Song, H. J., & Lee, C. K. (2012). A study on the structural relationships among festival quality, perception of festival theme, perceived value, and satisfaction -Case of 2011 Jecheon international oriental medicine Expo. International Journal of Tourism Management and Science, 25(6), 205-225.
  26. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52. https://doi.org/10.1287/mksc.12.1.28
  27. Son, J. M., Lee, E. J., & Kim, H. S. (2016). Perceived value, importance of nutrition information, and behavioral intention for food tourism in Busan. Culinary Science & Hospitality Research, 22(1), 135-140. https://doi.org/10.20878/cshr.2016.22.8.012012012
  28. Song, J. S. (2010). A study on the effects of marketing communication in food service industry on brand loyalty (Doctoral dissertation). Catholic University of Daegu.
  29. Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait. Cornell Hospitality Quarterly, 45(3), 235-247.
  30. Vajirakachorn, T., & Chongwatpol, J. (2017). Application of business intelligence in the tourism industry: A case study of a local food festival in Thailand. Tourism Management Perspectives, 23, 75-86. https://doi.org/10.1016/j.tmp.2017.05.003
  31. Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1). 84-91. https://doi.org/10.1086/209243
  32. Whyte Jr, W. H. (1954). The web of word of mouth. Fortune, 50(5), 140-143.
  33. Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342. https://doi.org/10.1016/j.ijhm.2009.10.002