해안가 관광지 내 베이커리카페의 경험적가치가 고객만족에 미치는 영향

The Effect of the Experiential Value of Bakery Cafe in Coastal Tourist Destination on Customer Satisfaction: Focusing on the mediating effect of the tourist destinations image

This study empirically analyzed the image of a tourist destination as a mediating effect on the experiential value and customer satisfaction of customers visiting a coastal bakery cafe. As a major result, first, in Hypothesis 1, experiential values were adopted due to the significant positive (+) influence on the image of the tourist destination. Second, in Hypothesis 2, the image of a tourist destination was adopted as a positive (+) effect that was significant on customer satisfaction. Third, Hypothesis 3 adopted benefits, playfulness, and service excellence, which are sub-factors of experiential value, as a significant positive (+) effect on customer satisfaction, but aesthetics were partially accepted because they had no significant positive (+) effect. Fourth, in Hypothesis 4, among the tourism destination images between experiential value and customer satisfaction, emotions have a mediating effect on benefits, playfulness, aesthetics, and service excellence, but cognition has no mediating effect on playfulness and service excellence, and benefits and aesthetics have a mediating effect. As an implication, bakery cafes unrelated to the image of tourist destinations that show indiscriminately similar images on the beach need to be avoided and useful information needs to be actively managed in various media that can easily access local product development.