레스토랑의 로하스 이미지에 영향을 주는 물리적 환경 분석

An Analysis of Physical Environments Affecting the Restaurant LOHAS Image

This study performed an empirical analysis on the Lifestyles of Health and Sustainability (LOHAS) image among several factors completing the restaurant images. In the analysis, LOHAS image and physical environment were theoretically reviewed. Physical environments affecting the LOHAS image of restaurants were examined by taking concept factors, ambient conditions, visual design, spatial design, table top 5 elements, food design and social factors as independent variables and the LOHAS image as a dependent variable. According to the analysis result, the most influential factors affecting the LOHAS image were social factors such as food taste and quality, food hygiene and response to customer needs, followed by ambient conditions such as cleanliness, hygiene and scent of the surrounding environment; table top 5 elements such as tableware, cutlery, glassware and linen; and visual design such as restaurant logo, menu names, restaurant symbol and menu board design. Communication between customer and employee worked as an important social factor creating the LOHAS image, indicating that consistent education and improvement of workplace environment and employee satisfaction are crucial. On the other hand, concept factors such as the brand name; slogan; interior and exterior design and menu items; ambient conditions such as furniture, facade and signboard image; food design such as food color and shape and information on food ingredients had no influence on the image. Although this outcome could be attributable to a low understanding of concept, ambient conditions and food design, these are anticipated to be relatively less important factors in forming the LOHAS image compared to other influential ones.