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A Study on the IPA Analysis of Menu Quality and Servicescape of Kijang Area Local Restaurants  

Kim, Heon Chul (Dept. of Hotel Culinary Art, Gwangju University)
Publication Information
Culinary science and hospitality research / v.22, no.2, 2016 , pp. 176-188 More about this Journal
Abstract
The main purposes of this study is to examine a local restaurants menus' importance and satisfaction of the servicescape. Survey was collected by December 1 through December 31 2015, in the region Kijang County. the data from this survey were analyzed by using various statistical techniques including frequency tables, factor analysis, reliability test, and IPA. Results of IPA analysis showed that menu consisted of local products is the highest average value, and it means the local food restaurants need to use the nostalgic marketing techniques. In addition, menus are currently for sale in order to attract continuing foreign tourists as perceived by Busan residents Kijang. Therefore, the local food restaurants need to revive the traditional flavors and recipes coming down area from ancient times. Based on these results, this study will contribute to provide fundamental information for developing marketing strategies especially local food restaurants.
Keywords
Kijang; local restaurants; menu quality; servicescape; importance; satisfaction;
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Times Cited By KSCI : 1  (Citation Analysis)
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