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연구논문(硏究論文) : 호텔레스토랑 웰빙메뉴성향이 감정반응과 만족에 미치는 영향
이자재 ( Ja Jae Lee ) 한국관광산업학회 2009 Tourism Research Vol.29 No.-
As a new consumption trend, the concept of well-being emphasizing one`s health and quality of life becomes a part of daily life. In addition, the concept of LOHAS has increased to arouse people`s interests. Recently the tastes of customers in hotel restaurants have been changed. Customers with diet and health-oriented characteristics prefer well-being food to animal food. To meet this new trend hotel restaurants try to meet customers` needs and sell their LOHAS restaurant brand. The importance of LOHAS has especially occupied by the high degree in hotel restaurants because of unique organizational characteristics. Thus purpose of this study is to examine the structural relationship among LOHAS image of hotel restaurants, customers` well-being menu propensity, emotional responses, customer satisfaction, and customer loyalty. Based upon the extant study, fifteen hypotheses were drawn. To test hypotheses, a survey was conducted for customers of luxury hotels in Busan and Seoul. 400 questionnaires was given about and 341 was used final analysis. For the hypotheses testing, frequency analysis, reliability and validity analysis have been used with SPSS 12.0 and AMOS 4.0 to examine the relationship among the measured concepts. The results of testing are shown as follows: The arising concept of LOHAS in the service industry can help to develop new menu for LOHAS or well-being oriented customers. Especially well-being menu propensity and emotional responses may become more important items for marketing strategy formation. This thesis provides a theoretical background of LOHAS image, well-being menu propensity, and emotional responses.