Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Exploratory Study on Effects of Restaurant Attributes on Perception of Price and Brand Reputation - Comparison Between Locals and Tourists -

  • Yi, SungPo (School of Hospitality and Tourism Management, Florida International University) ;
  • Choi, Jinkyung (Department of Foodservice Management, Woosong University)
  • Received : 2012.06.11
  • Accepted : 2012.10.16
  • Published : 2012.10.30
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Abstract

This study examines the effects of restaurant attributes on customers' perceptions of price and brand reputation. Four restaurant attributes were used to represent restaurant quality. Multiple regression was conducted to measure the relationships between the four restaurant attributes and price and brand reputation. Further, an independent T-test was used to compare differences between perceptions of locals and tourists with regard to restaurant quality under two categories (price and brand reputation) after they selected a restaurant. Results of this study revealed that residency did not have a significant impact on customers' perceptions of price or brand reputation, whereas restaurant attributes did have an impact. Taste was a predictor of perceived price, whereas service and atmosphere were predictors of brand reputation. In addition, comparison of restaurant attributes between locals and tourists showed that sanitation and service were significantly different in accordance with price and atmosphere, whereas taste and service were significantly different in accordance with brand reputation. Locals showed higher means for each restaurant attribute compared to tourists.

Keywords

References

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