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강지원(Kang Gi-won),김대진(Kim Dae-jin),안신희(Ahn Shin-hee),고재윤(Ko Jae-youn) 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.2
As domestic spending on wine increases, the importance of the marketing strategies for wine products has been emphasized in the hospitality industry for the purpose of increasing business profits. Korean wine festivals is held in Young-dong and Youngcheon every October and November. Also, ‘Asian wine trophy’ is held every August in Dae-Jeon city of Korea. At that competition, several Korean wines won gold medals among the world’s wines. It means that the quality of Korean wine is being improved rather than before. And it can lead interest of Korea and Korean wine and enhanced status of Korea in the global wine market. The purpose of this study is to find out the relationship between Korean wine evaluation and perceived value and furthermore, relationship with satisfaction. In this study, a survey was carried out on experienced wine consumers over the age of 20 from October 15 through November 4, 2015. Overall, 315 questionnaires from internal customers were used for the final data analysis. The SPSS/PC version 20.0 and AMOS 20.0 statistics package programs were used for the confirmatory factor analysis, reliability analysis and pass analysis to test the hypotheses for this study. The result of the present study indicates that Korean wine evaluation was significant on Perceived value and the effect of Perceived value had a significant positive effect on satisfaction. The results of this paper suggests specific marketing strategy for winery owner of Korea and Korean wine company.