Faced with so many business tools, such as blog activities and promotion coupons, business players in markets do not easily select appropriate ones. This study analyzes the relative impact of the three factors, i.e., cuisine, general management, and marketing, on the restaurant performance. Using the survey data on 360 restaurants, which operate in three university towns around Kyunghee University, this study finds the three outcomes: 1) among the cuisine-related factors, the Japanese cuisine; 2) among the management-related factors, location attractiveness; and 3) among the marketing-related factors, pamphlet marketing have significantly positive effects on the restaurant performance. The results of this study denote that an appropriate mix of business tools is necessary to run a successful restaurant. It is also noteworthy that currently popular tools, such as blog and franchising, are not as powerful as expected. This finding implies that business players should arrange their distinctive mix of business tools which is appropriate for their competitive resources and business environments.
I. 서 론
II. 이론적 배경 및 연구 가설
III. 연구 방법
IV. 분석 결과
V. 결론