관광 지역 음식점에 대한 관광객들의 선호도 평가 (Assessing Tourists' Restaurant Preferences within Tourism Area)

서지정보

· 발행기관 : 동아시아식생활학회
· 수록지 정보 : 동아시아식생활학회지 / 18권 / 2호 / 165 ~ 171페이지
· 저자명 : 강종헌, 정항진

초록

The purpose of this study was to measure tourists' preference for alternative restaurants with different combinations of attribute levels: grown area logo, origin description, traditional food, fusion food, national food, and price. A total of 210 questionnaires were completed. A conjoint experimental method was used to develop hypothetical restaurants, and an ordinal probit model was used to measure the effects of the attribute levels on tourists' preference. The ordinal probit model analysis results for the data indicated an excellent model fit. The effects of the attribute levels on tourists' preferences were statistically significant. As expected, estimates of the marginal willingness to pay were statistically significant. Moreover, the tourists were more willing to pay for grown area logo as compared to the other attribute levels. The tourists also considered the grown area logo as a very important attribute. Withe regard to developing and testing conjoint models in the design of choice experiments involving multifactor alternatives, this study may approach a deeper understanding of the conjoint experiment. Greater understanding of the conjoint experiment can improve the managerial diagnoses of the problems as well as the opportunities for different marketing strategies including local branding programs and menu development and marketing communications.

영어초록

The purpose of this study was to measure tourists' preference for alternative restaurants with different combinations of attribute levels: grown area logo, origin description, traditional food, fusion food, national food, and price. A total of 210 questionnaires were completed. A conjoint experimental method was used to develop hypothetical restaurants, and an ordinal probit model was used to measure the effects of the attribute levels on tourists' preference. The ordinal probit model analysis results for the data indicated an excellent model fit. The effects of the attribute levels on tourists' preferences were statistically significant. As expected, estimates of the marginal willingness to pay were statistically significant. Moreover, the tourists were more willing to pay for grown area logo as compared to the other attribute levels. The tourists also considered the grown area logo as a very important attribute. Withe regard to developing and testing conjoint models in the design of choice experiments involving multifactor alternatives, this study may approach a deeper understanding of the conjoint experiment. Greater understanding of the conjoint experiment can improve the managerial diagnoses of the problems as well as the opportunities for different marketing strategies including local branding programs and menu development and marketing communications.

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