대만 현지인의 한식 레스토랑에 대한 규범적 기대와 예측적 기대
분야
사회과학 > 관광학
저자
서선희 ( Sun Hee Seo ) , 윤나라 ( Na Ra Yun ) , 서해나 ( Hae Na Seo ) , 오기미 ( Chi Mei Emily Wu )
발행기관
한국관광학회
간행물정보
관광학연구 2012년, 제36권 제4호, 211~231페이지(총21페이지)
파일형식
19701585.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    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.
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