친환경 채식 레스토랑의 경험품질이 친환경 이미지와 평판, 행동의도에 미치는 영향
The effects of experiential quality on eco-friendly image, reputation, and behavioral intention in eco-friendly vegetarian restaurant
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
The purpose of this study is to propose the role of variables that can predict consumer behavior toward vegetarian restaurant experiences by integrating the primary dimensions of experiential quality, experience quality, eco-friendly image, reputation, and behavioral intention to identify relationships between variables. The vegetarian restaurants surveyed were 10 restaurants selected by 100 Taste of Seoul 2023 at a Glance. The survey was conducted online through Naver Form from February 1 to 20, 2024 , and ultimately 218 copies were used for analysis as valid questionnaires. As a result of the analysis, it was found that among the primary dimensions of experiential quality, interaction quality, physical environment quality, and affective quality had a positive effect on experiential quality. Additionally, experiential quality was confirmed to be an important antecedent variable that increases behavioral intention through eco-friendly image and reputation. Ultimately, this study made an academic contribution to hospitality research by applying experiential quality theory, which has been mainly applied to non-eco-friendly tourism and hospitality industries, to eco-friendly vegetarian restaurants and identifying its role.
Abstract
The purpose of this study is to propose the role of variables that can predict consumer behavior toward vegetarian restaurant experiences by integrating the primary dimensions of experiential quality, experience quality, eco-friendly image, reputation, and behavioral intention to identify relationships between variables. The vegetarian restaurants surveyed were 10 restaurants selected by 100 Taste of Seoul 2023 at a Glance. The survey was conducted online through Naver Form from February 1 to 20, 2024 , and ultimately 218 copies were used for analysis as valid questionnaires. As a result of the analysis, it was found that among the primary dimensions of experiential quality, interaction quality, physical environment quality, and affective quality had a positive effect on experiential quality. Additionally, experiential quality was confirmed to be an important antecedent variable that increases behavioral intention through eco-friendly image and reputation. Ultimately, this study made an academic contribution to hospitality research by applying experiential quality theory, which has been mainly applied to non-eco-friendly tourism and hospitality industries, to eco-friendly vegetarian restaurants and identifying its role.
참고문헌 (73)
- 강희석, "커피전문점의 사회공헌활동이 브랜드 이미지와 평판, 브랜드 충성도에 미치는 영향 : Z세대를 중심으로", 한국외식산업학회지, 20(2), pp.133~147 (2024)
- 고미영, "웰니스 관광객의 관광동기, 만족도, 행동의도 간의 구조적 관계 분석 : 서귀포 치유의숲 방문객을 대상으로", 관광학연구, 45(8), pp.173~188 (2021)
- 고주희, "커피 박람회 체험이 회상과 행동의도에 미치는 영향 : 체험경제이론(4Es)을 중심으로", 한국외식산업학회지, 19(5), pp.121~132 (2023)
- 김권수, "ESG 경영활동이 혁신성과에 미치는 영향 연구 : 평판과 이미지의 매개효과 및 신뢰의 조절효과", 상품학연구, 42(1), pp.73~82 (2024)
- 김상수, "일반소비자의 식품소비가치에 따른 채식기반식품과 채식식당에 대한 인식", 한국식품조리학회지, 38(5), pp.301~312 (2022)
- 김정근, "소셜네트워크서비스(Social Network Service)기반 기부활동 기업에 대한 조직-공중관계성이 기업이미지와 기업 평판에 미치는 영향", 디지털융복합연구, 15(6), pp.29~38 (2017)
- 박현규, "항공산업에서 사회적 책임(CSR)활동에 따른 기업평판 및 항공사 이미지가 구매의도에 미치는 영향", 관광경영연구, 19(2), pp.109~132 (2015)
- 백내용, "외식기업의 ESG경영 활동이 기업평판, 기업이미지 및 재구매의도에 미치는 영향", 한국외식산업학회지, 19(2), pp.85~98 (2023)
- 송준원, "호텔 기업의 사회적책임활동이 기업평판, 브랜드 이미지 및 행동의도에 미치는 영향 : 서울 시내 5성급 호텔을 중심으로", 호텔관광연구, 21(4), pp.131~148 (2019)
- 안경희, "오픈뷔페 레스토랑의 물리적 환경과 레스토랑 이미지 및 행동의도의 구조적 관계연구", 산업혁신연구, 40(1), pp.377~387 (2024)
- 윤연선, "호텔기업에서 조직평판이 정서적 몰입, 직무만족 및 이직의도에 미치는 영향", 외식경영연구, 23(1), pp.187~210 (2020)
- 이규상, "호텔기업의 사회적 책임(CSR)활동에 따른 기업이미지가 기업평판에 미치는 영향에 관한 연구", 관광경영연구, 24(1), pp.295~319 (2020)
- 이기성, "단골식당 소비경험이 장소애착과 행동의도에 미치는 영향", 외식경영연구, 27(2), pp.163~184 (2024)
- 이순필, "키즈카페의 서비스 속성이 만족도, 신뢰, 행동의도에 미치는 영향", MICE관광연구, 24(1), pp.41~60 (2024)
- 이정원, "중장년층의 한옥스테이 동기가 즐거움 및 행동의도에 미치는 영향", 한국외식산업학회지, 20(1), pp.101~113 (2024)
- 이현주, "항공사와 여행사 간 관계특성이 장기거래지향에 미치는 영향 : 신뢰의 매개효과와 평판의 조절효과를 중심으로", 관광경영연구, 20(3), pp.103~124 (2016)
- 전도현, "확장된 계획행동이론을 활용한 채식행동연구 : 눈치 조절효과를 중심으로", 한국외식산업학회지, 19(1), pp.35~53 (2023)
- 조미령, "중국인의 PPL인식이 호텔이미지, 호텔평판 및 구매의도에 미치는 영향", 관광레저연구, 32(5), pp.245~265 (2020)
- 조현덕, "관광안내소의 무장애 관광 서비스품질이 만족도 및 행동의도에 미치는 영향", 산업혁신연구, 40(2), pp.151~162 (2024)
- 황진수, "그린 이미지를 활용한 항공사 경영전략에 관한 연구", 호텔경영학연구, 26(7), pp.199~211 (2017)
- "100 Taste of Seoul" (2023)[URL]
- Batat, W., "New paths in researching"alternative"consumption and well-being in marketing : Alternative food consumption", alternative food consumption : What is"alternative"?, social class dynamics in AFC, pp.Marketing Theory, 2016[DOI]
- Bintarti, S., "A study of revisit intention: Experiential quality and image of Muara Beting tourism site in Bekasi District", European Research Studies Journal, 20(2A), pp.521~537 (2017)
- Bitner, M. J., "Servicescapes : The impact of physical surroundings on customers and employees", Journal of Marketing, 56(2), pp.57~71 (1992)
- Boulding, W., "A dynamic process model of service quality : From expectations to behavioral intentions", Journal of Marketing Research, 30(1), pp.7~27 (1993)
- Brady, M. K., "Some new thoughts on conceptualizing perceived service quality : A hierarchical approach", Journal of Marketing, 65(3), pp.34~49 (2001)
- Chen, C. F., "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists", Tourism Management, 31(1), pp.29~35 (2010)
- Choi, H., "Understanding vegetarian customers : The effects of restaurant attributes on customer satisfaction and behavioral intentions", Journal of Foodservice Business Research, 25(3), pp.353~376 (2022)
- Crompton, J. L., "The predictive validity of alternative approaches to evaluating quality of a festival", Journal of Travel Research, 34(1), pp.11~24 (1995)
- de Rojas, C., "Visitors’experience, mood and satisfaction in a heritage context : Evidence from an interpretation center", Tourism Management, 29(3), pp.525~537 (2008)
- Fombrun, C. J., "The expressive organization", pp.7~96 (2000), Oxford University Press
- Fornell, C. R., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Gao, Y., "A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research", International Journal of Hospitality Management, 54, pp.107~115 (2016)
- Hair, J. F., "Primer on partial least squares structural equation modelling (PLS-SEM)" (2016), Sage
- Hwang, J., "The role of eco-friendly edible insect restaurants in the field of sustainable tourism", International Journal of Environmental Research and Public Health, 17(11), pp.4064~ (2020)
- Iwu-Egwuonwu, R. C., "Corporate reputation &firm performance : Empirical literature evidence", International Journal of Business and Management, 6(4), pp.197~206 (2011)
- Jeong, E. H., "The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting", International Journal of Hospitality Management, 41, pp.10~20 (2014)
- Jin, N., "Impact of restaurant experience on brand image and customer loyalty : Moderating role of dining motivation", Journal of Travel & Tourism Marketing, 29(6), pp.532~551 (2012)
- Jin, N., "The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons : New versus repeat visitors", Internatianal Journal of Tourism Research, 17(1), pp.82~95 (2015)
- Kautish, P., "Environmental values and sustainability : Mediating role of nature connectedness, and love for nature toward vegan food consumption", Journal of Consumer Behavior, 23(3), pp.1130~1145 (2024)
- Kim, Y., "Consumer responses to the food industry’s proactive and passive environmental CSR, factoring in price as CSR trade off", Journal of Business Ethics, 140(2), pp.307~321 (2015)
- Kim, M. J., "Predicting environmentally friendly eating out behavior by value-attitude-behavior theory : Does being vegetarian reduce food waste", Journal of Sustainable Tourism, 28(6), pp.797~815 (2020)
- Ko, J. H., "Experiential value, overall image, revisit intention, and willingness to pay a premium in the context of environmentally certified hotel restaurants : The moderating effect of environmental consciousness", Sustainability, 15(17), pp.12913~ (2023)
- Krizanova, J., "Happy but vegetarian? Understanding the relationship of vegetarian subjective well-being from the nature-connectedness perspective of university students", Applied Research in Quality of Life, 16, pp.2221~2249 (2021)
- Lemke, F., "Customer experience quality : An exploration in business and consumer contexts using repertory grid technique", Journal of the Academy Marketing Science, 39(6), pp.846~869 (2011)
- Loureiro, S. M. C., "Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal", International Journal of Hospitality Management, 30(3), pp.575~583 (2011)
- Mahasuweerachai, P., "The effect of green self-identity on perceived image, warm glow and willingness to purchase : A new generation’s perspective towards eco-friendly restaurants", Sustainability, 14(17), pp.10539~ (2022)
- Martin-Rios, C., "Food waste management innovations in the foodservice industry", Waste Management, 79, pp.196~206 (2018)
- Martinez, P., "Customer loyalty : Exploring its antecedents from a green marketing perspective", International Journal of Contemporary Hospitality Management, 27(5), pp.896~917 (2015)
- Martinez Garcia de Leaniz, P., "Customer responses to environmentally-certified hotels : The moderating effect of environmental consciousness on the formation of behavioral intentions", Journal of Sustainable Tourism, 26(7), pp.1160~1177 (2018)
- Martínez, P., "Corporate images and customer behavioral intentions in an environmentally certified context : Promoting environmental sustainability in the hospitality industry", Corporate Social Responsibility and Environmental Management, 26(6), pp.1382~1391 (2019)
- Ottenbacher, M., "The factors impacting on the travel experience of a vegan lifestyle", International Hospitality Review (2023)[DOI]
- Otto, J. E., "The service experience in tourism", Tourism management, 17(3), pp.165~174 (1996)
- Parasuraman, A., "SERVQUAL : A multiple item scale for measuring consumer perceptions of service quality", Journal of Retailing, 64(1), pp.12~40 (1988)
- Poore, J., "Reducing food's environmental impacts through producers and consumers", Science, 360(6392), pp.987~992 (2018)
- Rather, R. A., "Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands : Moderating investigation of brand reputation", International Journal of Hospitality Management, 116, pp.103572~ (2024)
- Russell, J. A., "A description of the affective quality attributed to environments", Journal of Personality and Social Psychology, 38(2), pp.311~322 (1980)
- Rust, R. T.m, "Service quality: New directions in theory and practice", pp.1~19 (1994), Sage
- Salonen, A. O., "Towards sustainable society : From materialism to post-materialism", International Journal of Sustainable Society, 5(4), pp.374~393 (2013)
- Sharma, P., "Examining experience quality as the determinant of tourist behavior in niche tourism : an analytical approach", Journal of Heritage Tourism, 15(1), pp.76~92 (2019)
- Song, H., "Emotional comprehension of a name-brand coffee shop : Focus on lovemarks theory", International Journal of Contemporary Hospitality Management, 31(3), pp.1046~1065 (2019)
- Sung, H. J., "Untact : Customer’s acceptance intention toward robot barista in coffee shop", Sustainability, 12(20), pp.8598~ (2020)
- Touni, R., "Customer engagement and hotel booking intention : The mediating and moderating roles of customer-perceived value and brand reputation", International Journal of Hospitality Management, 104, pp.103246~ (2022)
- Wang, J., "Green image and consumers’ word-of-mouth intention in the green hotel industry : The moderating effect of Millennials", Journal of Clean Production, 181(20), pp.426~436 (2018)
- Wu, H. C., "An empirical study of the effects of service quality, perceived value, corporate image and customer satisfaction on behavioral intentions in the Taiwan quick service restaurant industry", Journal of Quality Assurance in Hospitality & Tourism, 14(4), pp.364~390 (2013)
- Wu, H. C., "What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan", British Food Journal, 119(3), pp.468~496 (2017)
- Wu, H. C., "Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: The case of Hainan Island", Journal of Hospitality and Tourism Management, 29, pp.41~59 (2016)
- Wu, H. C., "Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention", International Journal of Contemporary Hospitality Management, 28(9), pp.2080~2107 (2016)
- Wu, H. C., "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store", Journal of Retailing and Consumer Services, 51, pp.409~420 (2019)
- Wu, H. C., "A study of experiential quality, experiential value, trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise tourists:The case of Hong Kong", Tourism Management, 66, pp.200~220 (2018)
- Wu, H. C., "Towards green experiential loyalty : Driving from experiential quality, green relationship quality, environmental friendliness, green support and green desire", International Journal of Contemporary Hospitality Management, 30(3), pp.1374~1397 (2018)
- Wu, H. C., "A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists", Journal of Hospitality &Tourism Research, 41(8), pp.904~944 (2017)
- Yadav, R., "The influence of green marketing functions in building corporate image : Evidences from hospitality industry in a developing nation", International Journal of Contemporary Hospitality Management, 28(10), pp.2178~2196 (2016)
