Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Analyzing the Current Operating Management and Customer Royalty of Restaurants at Tourism Provineces in Donghea city

관광지역 외식점포의 운영실태 및 관광객의 - 동해시를 중심으로 -

  • Chae, In-Sook (Department of Food Science & Nutrition, Cheju National Unviersity)
  • 채인숙 (제주대학교 자연과학대학 식품영양학과)
  • Published : 2006.08.31
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Abstract

The purpose of this study was to analyze the current operating management practices and tourist royalty of restaurants at the tourism provinces in Donghae city. Forty restaurants were surveyed for sales status, customer management, menu management, advertising, marketing strategy and seventy seven tourists replied to the attitudinal and behavioral aspects of customer royalty for regular visiting restaurant. Statistical data analyses were completed using the SPSS/WIN pact(age program for descriptive analysis, paired difference test, t-test, ANOVA, and pearson correlation. The results of quantitative analysis indicated that the average sales per day on a high-demand season were 1,571 thousand won and one on a slack season were 614 thousand won. The average check on a high-demand season(109 persons) and a slack season(38 persons) were significant difference(t=6.834, p<.001). A total of 93.5% of the restaurateurs answered that menu pricing was decided by the owner and 21.7% of the subjects used the only restaurant homepage in the advertising method. A total of 40.6% of the restaurants utilized the only kind service for regular customers and 35.1% of the subjects had no method for them. The results suggest that systematic management policies and marketing strafes for regular customer is very necessary. Also, the correlation between tourists' attitudinal and behavioral aspects of customer royalty for regular visiting restaurant was found out. High correlation was existed between the overall tourists' satisfaction on regular visiting restaurant, the intention to revisit(BCL 1, p<.001), the intention to recommend(BCL 2, p<.001), and indicators of customer royalty. Finally, restaurateurs at the tourism provinces should focus on marketing strategy to keep and improve current customer to rise the tourist royalty.

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