The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Impact of Expected Value of Michelin Guide Star Restaurants on Visit Intention

미슐랭 가이드 스타 레스토랑에 대한 기대가치가 방문의도에 미치는 영향

  • Sung-Yong CHOI (School of Business, Major in ESG Management, Sejong University) ;
  • Sung-Hyun YOON (School of Business, Major in ESG Management, Sejong University)
  • 최성룡 ;
  • 윤성현
  • Received : 2024.06.01
  • Accepted : 2024.06.17
  • Published : 2024.06.30
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Abstract

Purpose: South Korea is one of the markets where diverse and innovative cuisines are being tried. Therefore, the expectations for Michelin star restaurants in South Korea are high. The expected value of a Michelin star restaurant consists of both hedonic and utilitarian aspects of the dining experience. These consumer expectations affect visit intention. Research design, data, and methodology: The survey period was from October 10, 2023 to October 18, 2023, and 302 copies were used for hypothesis verification. Result: Hedonic expected value was found to have a significant positive influence on short-term and long-term visit intention, but had no significant effect on mid-term visit intention. Utilitarian expected value was found to have a significant positive influence on short-term and mid-term visit intention, but did not appear to have a significant effect on long-term visit intentions. Short-term visit intention was found to have a significant positive influence on mid-term visit intention, and mid-term visit intention was found to have a significant positive influence on long-term visit intention. Conclusions: The theoretical implications are restaurants need to utilize third-party certification, such as the Michelin Guide. The practical implication is that Michelin star restaurants should provide expected value to increase short-term visit intention.

Keywords

References

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