건강메뉴 지각, 축제음식에 대한 우려, 축제 만족 및 재방문의도 간의 구조적 관계

The Structural Relationship of Perceptions of Healthy Menu, Concerns about Festival Food, Satisfaction and Intention of Revisiting

The purpose of this study is to examine the structural relationships among perceptions of healthy menu, concerns about festival food, overall satisfaction, and intention of revisiting. A total of 331 festival visitors participated in this study. A structural equation model was developed to empirically test a total of five research hypotheses derived from extensive literature review in the areas of food tourism, food safety, and foodservice management. The results of these empirical tests indicated that perceptions of healthy menu had strong negative impacts on the two dimensions of concerns about festival food. As expected, there was also negative relationships between the concerns and overall festival satisfaction, while showing the strong positive relationship between the satisfaction and the revisiting intention. Finally, the author suggested theoretical and practical implications of this research in order to build a series of marketing strategies related to managing and planning foodservice systems for successful festivals.