• Culinary science and hospitality research
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• v.23 no.5
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• pp.77-86
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• 2017

The purpose of this study is to investigate the impact of selection attributes of dessert cafes on experience value and revisit intention. A survey was conducted from June 3, 2017 to the June 27th, 2017 with dessert cafe users. Out of 200 responses collected, a total of 157 responses was included for the data analysis. The results from this study are as follows. First, it was found that, the menu features of selective attributes of dessert cafes only affected experience value. However, healthy menu, price, and atmosphere of selective attributes of dessert cafes didn't impact on experience value. Second, experience value of dessert cafes significantly influenced revisit intention. As a result, managers of dessert cafes need to develop an effective marketing strategy to improve the customer experience value so that customers can revisit their dessert cafe and will also develop the unique menu.

• Korean Journal of Environment and Ecology
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• v.29 no.2
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• pp.292-303
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• 2015

The objective of this study is to evaluate the spatial restoration of Hampyeong Stream and to analyze the determinants of demand for the multi-functionalities of the stream. A Contingent Valuation Method (CVM) was used to estimate the multi-functional public benefits of restored stream area, and major determinants were scrutinized by establishing a demand model. The research data was collected by conducting a survey intended for Hampyeong's local residents, resulting in 284 valid samples. In terms of determinants that affect willingness to pay (WTP), 'physical factor of waterfront area' and 'experience factor of stream space' showed a significantly positive influence on WTP. As a result of applying a double-bounded CVM, the willingness to pay for the restored Hampyeong Stream area indicated a potential contribution of 22,523 won (17,362~27,459 won, 95% confidence interval). When multiplying the number of households in Hampyeong-gun, the total annual value of Hampyeong Stream spatial restoration is approximately 302million won.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.110-122
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• 2007

The purpose of this study was to evaluate the effects of perceived value on the satisfaction and revisit intention of green tea farm visitors. The sample was obtained during the three month period from May 19th, 2006 to May 21st, 2006, and out of 800 copies of questionnaire, 597 copies responded with sincerity were analyzed. First, the perceived value of visitors in green tea farms seemed to have effective relations with satisfaction. Second, the perceived value of visitors in green tea farms seemed to have effective relations with revisit intention. Empirical evidence is obtained for both regional economy and industry and the development of tourism products. Specially, findings from this study suggest that perceived value are strong predictors of revisit intention to green tea farms in Hadong-gun. Several implications for the research result and actual application practices are discussed.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.163-173
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• 2007

The purpose of this study is to measure the effects of behavioral intention. A total of 273 questionnaires were completed. The equation model was used to measure the causal effect. The results demonstrated that the confirmatory factor analysis model provided an excellent model fit. The comprehensive model yielded a significantly better fit to the data and accounted for a greater share of the variance in behavioral intentions than the five competing models. The effects of satisfaction, perceived value and service quality on behavioral intention were statistically significant. As expected, service quality and value had significant effects on satisfaction. Service quality and perceived sacrifice had significant effects on value. Moreover, service quality and value perceptions had an indirect influence on behavioral intentions. The overall findings offer strong empirical support for the intuitive notion that improving service quality can increase favorable behavioral intentions and decrease unfavorable intentions.

• Journal of Fashion Business
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• v.22 no.3
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• pp.1-15
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• 2018

The purpose of this study is to address marketing strategies for the brand extension of university-licensed merchandise by investigating influences on intent to purchase a new university-licensed merchandise line, tartan. A survey questionnaire was developed and administered online to the major target market for university-licensed merchandise. Four hundred and fifty students and alumni from a US Midwestern university completed the survey. Respondents were asked to answer questions on university identification, perceived university prestige, perceived value of the university-licensed merchandise, intent to purchase a brand extension in university-licensed merchandise, and demographics. It was hypothesized that university identification (H1) and perceived university prestige (H2) are positively related to the perceived value of the university-licensed merchandise and that perceived value of the university-licensed merchandise is positively related to intent to purchase a brand extension in university-licensed merchandise (H3). The difference between students and alumni was also tested. Consumers with high university identification and high perceived university prestige highly valued the university-licensed merchandise. Consumers who perceived a high value of the current university-licensed merchandise displayed a strong intent to purchase a brand extension in university-licensed merchandise. There was no structural difference between the two groups. The study builds on existing research on the influences of attitudes toward the university and university-licensed merchandise on purchasing university-licensed merchandise, specifically investigating intent to purchase a brand extension in university-licensed merchandise. This study also extends previous brand-extension research into university-licensed merchandise.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.87-95
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• 2016

The purpose of current study is to develop and estimate a proposed model that explains the potential relationships among food quality, experiential value, price fairness, image, satisfaction, and behavioral intention in context of water park. In addition, the study will verify how these factors link to each other. Results show that food quality is a significant antecedent of experience value, price fairness, water park image. Also, the experiential value and water park image influence on visitors' satisfaction. Last, the satisfaction is critical predictor of behavioral intention. These findings will contribute to understand the consumers' perception about water park, and how derives the customer satisfaction and behavioral intention. In sum, present study will serve insights for industry marketers and managers in water park segment.

• Culinary science and hospitality research
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• v.20 no.5
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• pp.93-100
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• 2014

This study performed to identify the relationships among experiential value, brand image, satisfaction and customer loyalty in context of full-service restaurant, and to find the moderating effect of gender on the formulated model. SPSS 18.0 and AMOS 18.0 were employed to conduct frequency analysis, reliability analysis, exploratory and confirmatory factor analysis, and multigroup analysis to examine moderating effect. Results confirmed the validity and reliability and found significant relationships among the constructs. First, two factors of experiential value (e.g., aesthetic and economic value) have positive influence on brand image, satisfaction, and brand image was significant predictor of customer satisfaction. Second, satisfaction was significant antecedent of attitudinal loyalty and the attitudinal loyalty has influence on behavioral loyalty. In addition, current study identified moderating effect of gender between playfulness and brand image even though there was on significant relationship between both constructs. These results will be meaningful for developing marketing strategies and successful business especially for full-service restaurants.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.1-7
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• 2018

This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.

• Culinary science and hospitality research
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• v.24 no.2
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• pp.44-50
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• 2018

This study investigated if and why there are gulfs between expectations and perceived value for usability. The main objectives of this study are as follows: (a) to examine the differences between expectation and perceived value for usability toward an OTA; and (b) to investigate the reason and purpose for customer visits toward an OTAs. By analyzing the distance between expected and the perceived value for the usability, OTAs can then close this distance and then be able to improve the usefulness of their websites. In addition, after investigating previous evaluation problems, that the various factors that are associated with tourism website evaluations, may be downsized to fit a comprehensive model for website evaluations. The results help to close the gap between expectation and perceived value by helping with the websites design, development, implementation, and management of systems. Based on those findings, effective strategies for OTAs marketing and promotional strategies are suggested.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.291-304
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• 2013

This study analyzed the effects of Employee Value Proposition (EVP) and the impotance of a job rotation system on the subjective career success. The total 379 samples were surveyed from employees engaging in domestic hotel enterprises located in Seoul using convenient sampling method. The result of this research is as followings. First, EVP has total 5 factors('career development,' 'affiliation,' 'work environment,' 'work content' and 'pay & reward') and job rotation has total 3 factors('individual capacity improvement,' 'procedural justice,' and 'career development'). Second, the results of hypotheses test using a series of multiple regression analysis indicate that EVP factors including 'career development,' 'affiliation,' 'work environment,' and 'work content' influence subjective career success. However, EVP factor of 'pay & reward' does not influence subjective career success. Similarly, EVP factors excluding 'pay & reward' affect a job rotation system. Lastly, a job rotation system positively affects subjective career success. Based on the analysis results, we could draw the importance of the non-financial reward instead of financial reward in the perception of employees' subjective career success. As a research implication, the importance of the creative organization culture was suggested in the conclusion section.