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http://dx.doi.org/10.3746/jkfn.2009.38.5.636

A Study on Impacts of Selection Attribute of Jeju Local Folklore Food on Customers' Behaviors -Focusing on Customer Satisfaction, Re-visit, and Word of Mouth of Jeju Tourists-  

Yang, Tai-Seok (Dept. of Tourism and Hotel Culinary Art, Jeju College of Technology)
Oh, Myung-Cheol (Dept. of Tourism and Hotel Culinary Art, Jeju College of Technology)
Publication Information
Journal of the Korean Society of Food Science and Nutrition / v.38, no.5, 2009 , pp. 636-643 More about this Journal
Abstract
This research was to find out what impacts do selection attributes of Jeju local folklore food by Jeju tourists provide on their behaviors. Multiple regression analysis was carried out using statistics package of SPSS+/WIN 12.0 to find out impacts of selection attribute factors of Jeju local folklore food on customers' satisfaction, re-visit, and intention by word of mouth. As the results, for factors with statistically meaningful impacts at the level of meaningfulness (p<0.05); level of satisfaction showed regression coefficient of 0.476 and t value of 5.198 in essential factors; auxiliary factors showed regression coefficient of 0.232 and t value of 2.808; and sensual (five senses) factors showed regression coefficient of 0.165 and t-value of 2.013. Also, for re-visit, essential factors showed impacts with regression coefficient of 0.413 and t-value of 3.540; factors of menu composition showed regression coefficient of 0.228 and t-value of 3.118; and auxiliary factors showed regression coefficient of 0.218 and t-value of 2.643. In positive word of mouth factors, auxiliary factors showed impacts with regression coefficient of 0.273 and t-value of 2.555; sensual (five senses) factors showed regression coefficient of 0.264 and t-value of 2.238; essential factor showed regression coefficient of 0.237 and t-value of 2.230 and factors of menu composition showed regression coefficient of 0.161 and t-value of 2.167. Therefore, in customer behaviors (customer satisfaction, re-visit, and positive word of mouth) regarding Jeju local folklore food by tourists who visited Jeju, local folklore and cultures did not impact on customer behaviors; also, it can suggested this thesis is meaningful as a study proving that the best marketing is focus on essential substances of food as indicated in existing researches.
Keywords
Jeju local folklore food; menu selection attribute; customers' satisfaction; re-visit; word of mouth;
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