대만 현지인의 한식 레스토랑에 대한 규범적 기대와 예측적 기대

• 영문명: Taiwaneses' should Expectation and will Expectation to Korean Foods Restaurants
• 발행기관: 한국관광학회
• 저자명: 서선희 윤나라 서해나 吳紀美
• 간행물 정보: 『관광학연구』제36권 제4호, 211~231쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.05.31

영문 초록

The purpose of this study was to identify the should and will expectation to Korean foods restaurants for Taiwanese consumers and to examine the influences of past experience, price, tangibles, image, word-of-mouth, third parties, and value on should expectation and will expectation to Korean foods restaurants. A total of 298 Taiwanese who have experienced Korean foods restaurants in last 12 months participated in this study. T-test was used to identify the differences between should expectation and will expectation to Korean food. Stepwise regression analysis was conducted to examine influences of past experience, price, tangibles, image, word-of-mouth, third parties, and value on should and will expectation to Korean foods restaurants. The results indicated that Taiwanese will expectation to Korean foods restaurants was significantly higher than should expectation to Korean foods restaurants and that value and past experiences had a strong influence towards should expectation to Korean foods restaurants. And especially, sense of belonging value and entertainment value strongly influenced should expectation and will expectation. The managerial implications were discussed.

목차

I. 서론

II. 이론적 배경

III. 연구 방법

IV. 분석결과

V. 결론

참고문헌

키워드

규범적 기대 예측적 기대 한국음식점 가치 과거 경험 구전 Should expectation Will expectation Korean foods restaurants Value Past experience Word-of-mouth