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한국프랜차이즈경영연구 제15권 제2호.jpg
KCI등재 학술저널

미슐랭 가이드 스타 레스토랑에 대한 기대가치가 방문의도에 미치는 영향

The Impact of Expected Value of Michelin Guide Star Restaurants on Visit Intention

DOI : 10.21871/KJFM.2024.6.15.2.79
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Purpose: South Korea is one of the markets where diverse and innovative cuisines are being tried. Therefore, the expectations for Michelin star restaurants in South Korea are high. The expected value of a Michelin star restaurant consists of both hedonic and utilitarian aspects of the dining experience. These consumer expectations affect visit intention. Research design, data, and methodology: The survey period was from October 10, 2023 to October 18, 2023, and 302 copies were used for hypothesis verification. Result: Hedonic expected value was found to have a significant positive influence on short-term and long-term visit intention, but had no significant effect on mid-term visit intention. Utilitarian expected value was found to have a significant positive influence on short-term and mid-term visit intention, but did not appear to have a significant effect on long-term visit intentions. Short-term visit intention was found to have a significant positive influence on mid-term visit intention, and mid-term visit intention was found to have a significant positive influence on long-term visit intention. Conclusions: The theoretical implications are restaurants need to utilize third-party certification, such as the Michelin Guide. The practical implication is that Michelin star restaurants should provide expected value to increase short-term visit intention.

1. Introduction

2. Theoretical Considerations

3. Research Design

4. Empirical Analysis

5. Conclusion

References

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