Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the selecting behavior of restaurant by segmental group based on foodservice motivation

외식동기에 기초한 세분집단별 외식점 선택행동에 관한 연구

  • Kim, Young-Hee (Division of Hotel Foodservice Culinary, Gwangju University)
  • 김영희 (광주대학교 호텔외식조리학과)
  • Received : 2022.01.17
  • Accepted : 2022.04.20
  • Published : 2022.04.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study was conducted to classify segmental group based on the factors of foodservice motivation and then conducted a survey for one month from July 15 to August 14, 2021 to analyze the influence of demographic characteristics, usage behavior, and motivation on eating out choice behavior. A total of 310 copies were used for empirical analysis. The result is as follows. First, males showed higher task type than females, and females showed higher number of change type, gastronomic type, and fit type. Second, in demographic characteristics, all groups showed strong motivation for foodservice in married people aged 31-40 and 41-50. Third, in the restaurant selecting behavior difference between the segmental groups according to the motivation for foodservice the most preferred menu was korean food for fit type, gourmet type, duty type and western food was the highest in the change type. Fourth, in the ordering method of difference in restaurant selecting behavior among segmental groups, all four groups showed higher order type than unlimited type or buffets type. The limitations of this study are limited to the food field and analysis should be done, but the results of the study on specific food items have not been obtained. Therefore, it is hoped that the future research will be conducted by designating specific food fields.

본 연구는 외식동기요인을 기초로 하여 세분집단을 분류한 다음 인구통계학적 특성과 이용행태별, 이용동기가 외식점 선택행동과의 미치는 영향관계를 분석하고자 2021년 7월 15일부터 8월 14일 한달간 설문조사를 실시하였고 총 310부를 실증분석에 사용하였다. 연구결과 첫째, 외식동기에 따른 세분집단간 인구통계학적 특성에 따라서 미치는 영향관계에서 업무형은 남성이 여성보다 높게 나타났고, 군집수가 많은 변화형, 식도락형, 적합형은 여성이 높게 나타났다. 둘째, 인구통계적특성에서 모든 집단들이 공통적으로 31-40세, 41-50세의 기혼자들이 외식동기가 강한 것으로 나타났다. 셋째, 외식동기에 따른 세분집단간 이용행태적 차이에서 가장 선호하는 메뉴는 변화형을 제외한 업무형, 식도락형, 적합형은 한식이 가장 높았고, 변화형은 양식이 가장 높았다. 넷째, 세분집단간 이용행태적 차이의 주문방식에서 4개의 집단이 모두 무한리필이나 뷔페식보다는 주문식이 높게 나타났다. 본 연구의 한계점으로는 분야를 한정하여 분석이 이루어 져야 하지만 특정음식종목에 대하여 연구결과를 얻지 못하였다. 따라서 향후 연구에서는 특정 음식분야를 지정하여 구제적인 연구가 이루어지길 바란다.

Keywords

References

  1. S. S. Hong. (2013). The Study of Relation between Life Style of Dining-out Consumers and Menu Selection Attributes in Korean Restaurants. Kyunghee University Mater's thesis.
  2. K. H. Choi & D. H. Bang. (2017). The Segmentation of Customers Dining Out: An Application of Latent Class Analysis(LCA). Tourism Research, 41(4), 131-149. DOI : 10.17086/JTS.2017.41.4.131.149
  3. K. W. Nam & S. H. Lim. (2011). The Relationship between Golf Practice Range Customers' Brand Personality and Brand Preference and Consumption Pattern. The Korean Journal of Sport, 9(3), 47-58. UCI : G704-SER000001967.2011.9.3.030
  4. J. H. Park & I. H. Jang. (2012). A Study on the Difference in Selection attributes and Behavioral Intention for Korean Restaurant by Motivation for Eat Out: Centered around Korean restaurants in Daejeon Area. Journal of Hospitality and Tourism Studies, 44, 201-213. UCI : G704-001700.2012.14.1.001
  5. M. H. Kim., I. H. Kim., & E. J. Song. (2013). Analysis of the Types of Baby Boomers according to Dining-out Consumption Pattern. The Foodservice Management Society of Korea, 16(5), 27-48. UCI : G704-SER000002017.2013.16.5.011
  6. G. J. Kim. (2013). A study on the service quality of hotel buffet restaurant and Korean buffet restaurant: Kano model and Timko customer satisfaction coefficient applied. Journal of Tourism Management Research, (89), 615-635. DOI : 10.18604/tmro.2019.23.3.30
  7. S. M. Yun., K. Y. Jung., & H. S. Han. (2015). Impact of Service Quality and Customer Satisfaction on Behavioral Intentions in Bakery Cafe: Testing the moderating role of alternative attractiveness and the Mediating Role of Brand Image. review of Journal of Tourism Science, 39(7), 141-161. DOI : 10.17086/JTS.2015.39.7.141.161
  8. Y. K. Ha & H. S. Kim. (2017). The Effects of Service Quality on Referral Intention in theHotel Restaurants: Moderating Effects of Alternative Attractiveness. Tourism Research, 42(2), 221-238. https://doi.org/10.32780/KTIDOI.2017.42.2.221
  9. H. Y. Kim. (2015). Effects of Restaurant Selection Attributes by Foodservice Consumption Propensity on Customers' Behavioral Intentions of Silver Generation. Hansung University Master's Thisis.
  10. H. Jeong & Y. K. Kim., & Y. G. Kim. (2015). Hotel restaurant with a customer's behavioral intention: focusing on the hotel restaurant customers in Shandong province in China. Korean Tourism Research, 30(3), 451-463. UCI : G704-000941.2015.30.3.023
  11. H. J. Jeon & J. J. Lee. (2014). A Study on Eating Out Motivation and Eating Out Consuming Behavior of Married Women by Economic Activity. International Journal of Tourism Management and Sciences, 29(3), 41-60. UCI : G704-000941.2014.29.3.009
  12. J. C. Ko. (2007). A study on the effect of eating out motivation on consumption emotion and satisfaction. Kyung Hee University Master's Thesis.
  13. Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424. https://doi.org/10.1016/0160-7383(79)90004-5
  14. Khan, M. A. (1991). Concepts of Foodservice Operations and Management. New York: Van Nostrand Reinhald. 18-38.
  15. J. W. Ko., H. J. Song., & j. R. Woo. (2007). Segmenting Female Customers Market Visiting Family Restaurant through Eating Out Motivation. Journal of Foodservice Management, 10(1), 71-89.
  16. D. W. Lee., H. R. Lee., & W. O. Lee. (2012). The Analysis of the Market Segmentation by Selection Attribute and Use Motivation of Local Traditional Food Consumer. Journal of Foodservice Management Society of Korea, 15(1), 49-71. UCI : G704-SER000002017.2012.15.1.015
  17. H. W. Do & K. S. Han. (2017). Conceptualization of motives, benefits and losses of fine dining restaurants. The Tourism Sciences Society of Korea, 82, 90-94. UCI : I410-ECN-0102-2018-300-003984954
  18. S. O. Ham & H. Y. Moon. (2017). Customers' dining-out motives, menu satisfaction, and restaurant satisfaction in Korean buffet restaurants: a mediating effect of menu satisfaction. Korean Journal of Hospitality & Tourism, 26(4), 53-69. DOI : 10.24992/KJHT.2017.06.26.04.53.
  19. J. H. Hwang & S. B . Lee. (2009). Canonical Correlation Between Motivation for Dinging-Out and Restaurant Choice Attribute by Family Life Cycle. Journal of Hospitality and Tourism Studies, 11(2), 163-175.
  20. J. C. Ha & D. H. Lee. (2010). Marketing Research Practice Note 3. Paju: Edam Books.
  21. Kotler, P & Bloom, P. N. (1984). Marketing Professional Services. New Jersey: Prentice Hall.
  22. K. H. Choi. (2017). The effect of the expansion of franchise stores on employment in the food service industry. Korea Labor Institute.
  23. Smith, W. R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8. https://doi.org/10.2307/1247695
  24. Dickson, P. R. (1982). Person-Situation: Segmentation's Missing Link. Journal of Marketing, 46(4), 56-64. https://doi.org/10.2307/1251362
  25. Bonn, M. A. (1981). The Relative Utility of Social demographics, Psycho graphic Scales and Benefit Scales for Segmenting Pleasure Vacation Travel. Texas A & M University Doctoral Dissertation.
  26. H. C. Kim. (2014). A Study on Market Segmentation Based on Motivation of Korean Local Food Customers: Focus on Wando Tourists. Tourism Research, 39(2), 1-16. UCI G704-SER000009129.2014.39.2.001
  27. Conner, M. T. (1993). Individualized measurement of attitudes towards foods. Appetite, 20, 235-238. https://doi.org/10.1006/appe.1993.1026
  28. Frust, T., Connors, M., Bisogni, C. A., Sobal, J., & Winter-Falk, L. (1996). Food choice: a conceptual model of the process. Appetite, 26(3), 247-266. https://doi.org/10.1006/appe.1996.0019
  29. J. W. Jeong & G. C. Jeon. (2004). A study on the effect of customers' choice attributes on Western cuisine on sales promotion strategies. Korea Tourism Information Research, 18, 45-62.
  30. Morgan, M, S. (1993). Benefit Dimension of Midscale Restaurant Chain. The Cornell Hotel and Administration Quarterly, 34(2), 75-85.
  31. Cadotte, E. R & N. Trgeon. (1988). Key Factors in Guest Satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 28(4), 121-124.
  32. Han, H & Ryu, K. (2009). The roles of the physical environment, price perception and customer satisfaction in determining customer loyalty in the restaurant. Journal of Hospitality & Tourism Research, 33(4), 487-510. https://doi.org/10.1177/1096348009344212
  33. MacLaurin. D. J & MacLaurin. (2000). Customer Perceptions of Theme Restaurant on Singapore. The Cornell Hotel and Administration Quarterly, 41(6), 75-85.
  34. H. J. Jang. (2012). The Effect of Tourism Satisfaction on Tourism Motivation and Selection Attributes in Marine Sports Tourist. Korean Journal of Lesure, Recreation & Park, 36(4), 97-110. UCI : G704-001621.2012.36.4.003 https://doi.org/10.3904/kjm.2012.83.1.97
  35. H. J. Jeon & J. J. Lee. (2014).A Study on Eating Out Motivation and Eating Out Consuming Behavior of Married Women by Economic Activity. International Journal of Tourism Management and Sciences, 29(3), 41 - 60. UCI : G704-000941.2014.29.3.009
  36. S. I. Song. (2018). A Study on the Effect of Restaurant Selection Attribute on Satisfaction According Gender: Focused on One Person Households. Tourism Research, 43(3), 97-113. DOI : 10.32780/ktidoi.2018.43.3.97
  37. I. S. Kuk & Y. K. Kim. (2016). A Case Study on the Social Media Usage by Food Service Franchise Brands: Focusing on the Comparison between South Korea and USA. Journal of Foodservice Management, 19(1), 285-315. UCI G704-SER000002017.2016.19.1.008
  38. H. J. Park & K. S. Ryu. (2014). The Effect of Restaurant Service Quality on Customers' Emotive Value, Cognitive Value, Satisfaction and Loyalty in Casual Restaurants. Journal of Foodservice Management Society of Korea, 17(5), 133-156. UCI G704-SER000002017.2014.17.5.004
  39. J. H. Kim & S. B. Lee. (2017). The Effect of Perceived Quality, Revisit Intention and Premium Payment Intention on Korean Restaurants: Focused on Mediation Effect of Experience Value. International Journal of Tourism and Hospitality Research, 41(10), 145-163. DOI : 10.17086/JTS.2017.41.10.145.163
  40. M. Y. Gwon., H. S. Ko., & J. Yang. (2014). A Study on the Effect of Food Tourism Attitude and Food Tourist's Activity on Satisfaction and Behavioral Intention. Regional industry review, 37(2), 263-286. UCI G704-SER000003098.2014.37.2.002
  41. H. C. Kim. (2019). A study on the effect of image of local food on emotional image and cognitive image of tourist destination: focused on Busan area. The Academy of Korea Hospitality & Tourism, 21(1), 186-199. DOI : 10.31667/jhts.2019.2.78.186