경주지역 한식 디저트카페의 물리적 환경 경험적 가치가 장소 애착, 감정적 반응 및 행동의도에 미치는 영향 : 메뉴 명성의 조절효과를 중심으로 = The Influence of the Physical Environment and Experiential Value of Korean Dessert Cafes in Gyeongju on Place Attachment, Emotional Responses, and Behavioral Intentions: Focusing on the Moderating Effect of Menu Reputation

다국어 초록 (Multilingual Abstract)

Food represents a critical tourism resource that facilitates tourists’ engagement with and understanding of a destination’s unique cultural identity. Experiencing local cuisine as a manifestation of regional culture allows tourists to deepen their appreciation and positive emotional responses. Positive emotions create attachment to a specific object or place, motivating people to return to that area, and ultimately have a positive impact on behavioral intentions such as repeat visits or positive word-of-mouth.
In particular, Korean dessert cafes situated within the historical city of Gyeongju can strengthen the region’s cultural identity and offer distinctive experiential opportunities, thereby contributing to its tourism competitiveness.
Accordingly, it is imperative to investigate the underlying mechanisms through which the physical environment and experiential value of Korean dessert cafes foster the formation of place attachment.
Therefore, this study seeks to empirically examine the relationships among the physical environment, experiential value, place attachment, emotional responses, and behavioral intentions in Korean dessert cafes in Gyeongju, with particular attention to the moderating role of menu reputation.
The purpose of this study is 1) To investigate the relationship between the physical environment and place attachment, 2) To investigate the relationship between experiential value and place attachment, 3) To investigate the relationship between place attachment and emotional responses, 4) To investigate the relationship between emotional responses and behavioral intentions, 5) To empirically investigate the moderating role of menu reputation in the relationship between emotional responses and behavioral intentions.
To accomplish this objective, a structured questionnaire was developed drawing upon previous studies, and a total of 510 questionnaires were distributed to participants. After excluding 12 incomplete or invalid responses, 498 valid questionnaires were retained for the final analysis.
The results of the study are as follows.
First, the results indicate that the physical environment of Korea dessert cafes exerts a significant and positive influence on place attachment.
Second, the results indicate that the experiential value of Korean dessert cafes exerts a significant and positive influence on place attachment.
Third, the results indicate that place attachment exerts a significant and positive influence on emotional responses.
Fourth, the results indicate that emotional responses exert a significant and positive influence on behavioral intentions.
Fifth, the results indicate that menu reputation serves as a significant moderating variable in the relationship between emotional responses and behavioral intentions.
Building upon these findings, this study offers strategic implications for strengthening the competitive advantage and promoting the sustainable growth of Korean dessert cafes within an increasingly competitive marketplace.
This significance of this study lies in establishing theoretical foundations for understanding and predicting consumer behavior by empirically verifying the interrelationships among place attachment, emotional responses, and positive behavioral intentions.

목차 (Table of Contents)

• (Abstract)
• 제 1 장 서 론 1
• 제 1 절 연구배경 1
• 제 2 절 연구목적 4
• 제 3 절 연구의 방법 및 구성 5
• 1. 연구의 방법 5
• 2. 연구의 구성 6
• 제 2 장 이론적 배경 8
• 제 1 절 한식 디저트카페 8
• 1. 한식 디저트카페의 개념 8
• 2. 한식 디저트의 현황 9
• 3. 한식 디저트카페 관련 선행연구 10
• 제 2 절 물리적 환경 12
• 1. 물리적 환경의 개념 12
• 2. 물리적 환경의 구성요소 14
• 3. 물리적 환경 관련 선행연구 16
• 제 3 절 경험적 가치 18
• 1. 경험적 가치의 개념 18
• 2. 경험적 가치의 구성요소 20
• 3. 경험적 가치 관련 선행연구 22
• 제 4 절 장소 애착 24
• 1. 장소 애착의 개념 24
• 2. 장소 애착 관련 선행연구 26
• 제 5 절 감정적 반응 28
• 1. 감정적 반응의 개념 28
• 2. 감정적 반응 관련 선행연구 30
• 제 6 절 행동의도 32
• 1. 행동의도의 개념 32
• 2. 행동의도 관련 선행연구 34
• 제 7 절 메뉴 명성 36
• 1. 메뉴 명성의 개념 36
• 2. 메뉴 명성 관련 선행연구 37
• 제 3 장 연구설계 39
• 제 1 절 연구모형 39
• 1. 연구모형 39
• 제 2 절 연구가설 설정 40
• 1. 가설설정 40
• 2. 변수의 조작적 정의 44
• 제 3 절 측정도구 및 조사방법 47
• 1. 설문지 구성 47
• 2. 조사방법 50
• 제 4 장 실증분석 52
• 제 1 절 표본의 일반적 특성 52
• 1. 인구통계학적 특성 52
• 2. 한식 디저트카페 이용 특성 54
• 제 2 절 측정변수에 대한 타당성 및 신뢰도 검증 55
• 1. 타당성 및 신뢰도 검증 55
• 2. 상관관계분석 64
• 제 3 절 가설의 검증 66
• 제 5 장 결 론 73
• 제 1 절 연구결과 요약 73
• 제 2 절 연구의 시사점 75
• 1. 학문적 시사점 75
• 2. 실무적 시사점 76
• 제 3 절 연구의 한계점 및 향후 연구의 방향 79
• 참고문헌 80
• 설문지 95