The Effects of Perceived Quality on the Perceived Value, Satisfaction, and Behavioral Intention in the Perspective of Food Tourism: Focused on Chinese Time-honored Catering Brand
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초록
Chinese traditional food brands have played a symbolic role in distinguishing the local characteristics of each region. In China, as the number of food tourists increases, there is a growing interest in local food and beverages, which are characteristics of tourist attractions. The purpose of this study is to investigate the effects of Chinese traditional food brands on perceived quality, perceived value, satisfaction and behavioral intention of tourists visiting traditional food brand restaurants in Kaifeng, And the influence relationship was analyzed. The perceived quality of Chinese traditional food brand was extracted by three factors (food quality, service quality, atmosphere), and food quality, service quality, and atmosphere were important predictors of perceived value. Satisfaction factors of tourists were surveyed by food quality and perceived value, and perceived value and satisfaction of tourists were positively positively affected by behavioral intention. In addition, based on the results of this study, we tried to propose a practical development plan of a restaurant brand that boasts a long tradition.
Abstract
Chinese traditional food brands have played a symbolic role in distinguishing the local characteristics of each region. In China, as the number of food tourists increases, there is a growing interest in local food and beverages, which are characteristics of tourist attractions. The purpose of this study is to investigate the effects of Chinese traditional food brands on perceived quality, perceived value, satisfaction and behavioral intention of tourists visiting traditional food brand restaurants in Kaifeng, And the influence relationship was analyzed. The perceived quality of Chinese traditional food brand was extracted by three factors (food quality, service quality, atmosphere), and food quality, service quality, and atmosphere were important predictors of perceived value. Satisfaction factors of tourists were surveyed by food quality and perceived value, and perceived value and satisfaction of tourists were positively positively affected by behavioral intention. In addition, based on the results of this study, we tried to propose a practical development plan of a restaurant brand that boasts a long tradition.
참고문헌 (41)
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