해안가 맛집 음식점·카페를 중심으로 한 관광지 선택속성이 고객가치와 재방문의도에 미치는 영향

The Effect of Tourist Destination Selection Attributes Centering on Coastal Delicious Restaurants and Cafes on Customer Value and Revisit Intention: Focusing on the moderating effects on gender

This study examined the relationship between customer value and revisit intention according to measurement items, focusing on coastal restaurants and cafes, among the various factors of selection attributes according to the value of visitors. First, place attractiveness, natural eco-friendliness, economy and saving, and food and beverage experience, which are sub-factors of tourist destination selection attributes of visitors to restaurants and cafes, were all adopted as significant positive (+) effects on customer value. Second, customer value was adopted as a significant positive (+) effect on revisit intention. Third, as a result of comparing the free model and the constraint model the moderating effect according to gender was partially significant in terms of economic, saving, and revisit intention on customer value. The implication is to first select a menu that customers prefer and stimulate curiosity with events according to seasons and days of the week. Second, it is to expose the information of companies linked to the changing landscape of the coastal area with each season and time through social media. Third, as a means of promoting sales, regular events such as the placement of products and souvenirs linked to local specialties in the store and membership registration will be required.