해안가 관광지 내 베이커리카페의 경험적가치가 고객만족에 미치는 영향

• 영문명: The Effect of the Experiential Value of Bakery Cafe in Coastal Tourist Destination on Customer Satisfaction: Focusing on the mediating effect of the tourist destinations image
• 발행기관: 한국해양관광학회
• 저자명: 강경구
• 간행물 정보: 『해양관광연구』제16권 제3호, 65~82쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

This study empirically analyzed the image of a tourist destination as a mediating effect on the experiential value and customer satisfaction of customers visiting a coastal bakery cafe. As a major result, first, in Hypothesis 1, experiential values were adopted due to the significant positive (+) influence on the image of the tourist destination. Second, in Hypothesis 2, the image of a tourist destination was adopted as a positive (+) effect that was significant on customer satisfaction. Third, Hypothesis 3 adopted benefits, playfulness, and service excellence, which are sub-factors of experiential value, as a significant positive (+) effect on customer satisfaction, but aesthetics were partially accepted because they had no significant positive (+) effect. Fourth, in Hypothesis 4, among the tourism destination images between experiential value and customer satisfaction, emotions have a mediating effect on benefits, playfulness, aesthetics, and service excellence, but cognition has no mediating effect on playfulness and service excellence, and benefits and aesthetics have a mediating effect. As an implication, bakery cafes unrelated to the image of tourist destinations that show indiscriminately similar images on the beach need to be avoided and useful information needs to be actively managed in various media that can easily access local product development.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

베이커리카페 경험적 가치 관광지이미지 고객만족. 매개효과 bakery cafe experience value image of tourist destinations customer satisfaction mediating effect