ZMET 기법을 활용한 카페 이용 고객의 추구 가치 분석

• 영문명: Cafe Customers' Desired Value: An Application of ZMET Technique
• 발행기관: 한국관광학회
• 저자명: 배주원 신서영 남궁영
• 간행물 정보: 『관광학연구』제33권 제5호, 297~316쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.10.31

영문 초록

This study aimed to reveal the values hidden in the unconscious of cafe customers' by utilizing the ZMET technique. Following the ZMET technique procedure, a 10 step conversation was executed to extrapolate the hidden desired values of 15 frequent cafe users. The most important values derived from the ZMET technique were ‘comfort’, ‘being one with nature’, ‘ostentatiousness’, ‘leisureliness’, and ‘just for myself’. In particular, a hidden value of ‘ostentatiousness’, appeared through the ZMET technique. It was also found that many respondents pursued the feeling of being together with nature in a cafe. The results of this study provide a deeper understanding of how cafe customers view different attributes of a cafe. These findings could enable cafe operators to develop marketing strategies to attract more customers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구 결과

Ⅴ. 결론

참고문헌

키워드

은유유도기법 카페 고객 추구 가치 ZMET,Cafe,Customers' desired value