한식의 로하스이미지가 지각된 품질, 만족도와 행동의도에 미치는 영향

The Impact of LOHAS Image of Korean Food on Quality, Satisfaction, and Behavior Intention: A Case Study of Chinese Tourists Visiting Korea

Surveying 208 Chinese tourists visiting Korea, this study aimed to delineate the underlying dimensions of LOHAS image on Korean food and to analyze the relationships between the LOHAS image, quality, satisfaction of Korean food and behavioral intention among the respondents. Results of a factor analysis yielded two dimensions of LOHAS image of Korean food(i.e., pro-environment & health) and two dimensions of Korean food quality(i.e., menu diversity/value & restaurant environment). Results of a structural equation model analysis showed that the respondents' perception on the pro-environment image of Korean food had positive effect on their perception of menu diversity/value of Korean food and Korean restaurant environment. Results also indicated that the respondents' perception on the Korean restaurant environment had positive effect on their level of satisfaction of Korean food. Finally, the respondents' level of satisfaction on Korean food had positive effect on their behavioral intention. Implications and future research directions were also discussed.