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가정간편식(HMR) 제품품질이 관광객의 이용만족과 행동의도에 미치는 영향
권춘행,김월호 한국호텔리조트학회 2022 호텔리조트연구 Vol.21 No.5
It is increasing gourmet tourists and their HRM consumption in tourism destinations. But there are little studies on tourists’ HMR product consumption behaviors in Korea as many as necessary recently. The purpose of this study is to identify on the influential relations among HMR product quality, using satisfaction, and behavioral intention of tourists in tourism destination. The research was performed with a descriptive and empirical methods that are precedent studies and field survey. This study conducted a survey on 254 Tourists at tourism spots in metropolitan area and Gangwon province. And analysed data which were collected by means of the non-probability convenient method with the descriptives, reliability analysis(Cronbach’ Alpha), factor anlysis, multiple regression analysis in SPSS 25. There are three variables that are HMR product quality, using satisfaction, and behavioral intention. HMR product quality which is independent variable is consist of internal factors(taste, functionality) and external ones(price, convenience, pleasure), using satisfaction is an overall sat- isfaction, and behavioral intention is consist of repurchase, word of mouth communication, recommendation. As the result of hypothesis verification, the hypothesis 1(H1) was adopted partly because the pleasure included in an external factor of HMR product quality has not influential relations with the using satisfaction. And the hypothesis 2(H2) which is the influential relations between using satisfaction and behavioral intention) was adopted. There are some applications as follows. First, It demands response for the tourist’s needs diversification by building an integrate tourism HRM platform. Second, Raw materials of the HRM need to manage transparently and be differentiated so that it’s product can be safety and hygienic. Third, It needs response for the market expansion in tourism area and R&D efforts.