농가맛집 재방문의사에 영향을 미치는 고객만족도와 메뉴만족도에 대한 방문형태(예약제, 상시제)의 조절효과 연구 (The moderated effect analysis of visiting type on effect of the satisfaction of menu and customer on revisit intention of farmhouse restaurant)

서지정보

· 발행기관 : 대한관광경영학회
· 수록지 정보 : 관광연구 / 32권 / 4호 / 237 ~ 251페이지
· 저자명 : 김용일, 박모라

초록

본 연구는 최근 농촌의 6차 산업 주역으로 주목받고 있는 농가맛집의 운영 활성화 방안을 위한 농가맛집 방문객 대상 재방문의사와 고객만족도 및 메뉴만족도와의 관계를 분석하고 방문형태(예약제, 상시제)가 재방문의사에 조절효과를 파악하였다. 연구결과는 다음과 같다. 첫째, 농가맛집을 알게 된 경위는 지인(51.4%)이 가장 높은 빈도를 보이며 한 끼 평균 식사비는 2만원이하(61.5%), 방문목적은 주변 환경이 좋아서(32.3%) 방문 시 불편한 점은 표시판의 부족(39.8%) 등이 높게 나타났다. 방문형태(상시제, 예약제)에 따른 농가맛집 이용실태는 예약제의 경우 지인으로부터 정보를 얻고, 음식점 주변 자연환경이 좋아서 방문하는 반면 상시제로 운영하는 농가맛집은 인터넷을 통해 방문객이 많았다. 둘째, 방문형태(상시제, 예약제)에 따른 고객만족도, 메뉴만족도, 재방문의사 차이는 예약제에서 모두 높게 나타났다. 셋째, 고객만족도와 메뉴만족도는 재방문의사에 정(+)의 영향을 미친다. 넷째, 방문형태(상시제, 예약제)는 재방문의사 관계가 없는 것으로 분석되었다. 다섯째, 방문형태(상시제, 예약제)의 조절효과는 고객만족도와 재방문의사의 관계에서만 조절효과가 나타났다.

영어초록

This research analyzed the intention of revisit, customer satisfaction, and menu satisfaction ,targetted at visitors to farmhouse restaurant, and whether the types of visit(reservation, regular) has a significant effect on revisit intention to revitalize and expand farmhouse restaurants that are getting attention recently as a main actor of recent Sixth Industry. The results are as follows, First, about the way that the visitors had known the farmhouse restaurants, 'acquaintance(51.4%)' showed the highest frequency of all. About the average cost of a one meal, less than 20000won (61.5%) was the highest, and about the purpose of the visit, 'the environment was good(32.3%)' was the highest. About the uncomfortable point, 'lack of sign(39.8%)' showed the highest frequency. Used status of the farmhouse restaurant differed significant depending on the 2 way system(reservation, regular). In case of reservation system, the visitors got information form their acquaintances and visited when surrounding natural environment of the restaurants was good. In case of regular system, visitor got information from the Internet and visited during their trip. Second, in a question about customer satisfaction, menu satisfaction, and revisiting intention regarding the types of visit, reservation system showed higher influence of the tree items than regular system(customer satisfaction, menu satisfaction, revisiting intention. Third, it was concluded that customer satisfaction and menu satisfaction made a positive influence on revisiting intention. Fourth, types of visit(reservation, regular) did not have any influence to revisiting intention. Fifth, the moderating effect of types of visit(reservation, regular) had an influence only on customer satisfaction and revisiting intention. Especially, as types of visit does not have an influence on revisiting intention, it was concluded that types of visit worked as a pure moderating variable.

참고자료

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