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와인 바(Bar) 선택속성 연구
A Study on Selective Attributes of Wine Bars

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초록

영어
This study examined consumer's selective attributes when they eat and drink out in wine bar; what kinds of selective standard they have, how much they were satisfied with their wine bar where they eat and drink, what they significant factors decide consumers' selective attributes of wine bars, what mutual relation the factors have. Then, a systematic analysis was comprehensibly conducted on the above issues, next, meaningful suggestion were examined to propose more desirable development directions that wine bars should follow in the future the general study results are as follows; First, when consumers select wine bars, their selective attributes begin with 'quality of food'. And the examination of satisfactory factors proved that the wine menu, cleanliness, easy to access, side dishes and price' were very important in consumers' satisfaction degree with wine bars. Second, wine bar user's selective attributes and consumers' general selective attributes are different from each other, so that sales strategies should advance to the consumer-centric direction with a consideration of these attributes. Particularly, the attributes of approach should be considered and sufficient parking facility need be furnished for the good of office workers who usually don't have enough money. Third, significant difference were found between wine bar user's selective attributes and general customers' satisfaction degrees by factor. The examination of all consumers' satisfaction degrees and their intention to re-visit the same wine bars told that the major factor that influence upon their satisfaction degree and re-visit intention was 'services of employees'. Therefore, in order that wine bars might survive in the middle of a hard competition, above all, employees' service quality should be enhanced, various events should be hold with proper public ads, in particular, the level of service should increase in order to make consumers re-visit their wine bars.

목차

ABSTRACT
 I. 서론
 Ⅱ. 이론적 고찰
  1. 와인 바의 개념
  2. 와인 바 선택속성
  3. 고객만족과 재방문
 Ⅲ. 연구가설 및 조사의 설계
  1. 연구모형 및 가설
  2. 조사대상 및 조사방법
  3. 와인 바 선택속성 측정항목 도출
 Ⅳ. 측정분석 및 연구결과
  1. 조사대상의 일반적 특성
  2. 와인 바 이용특성
  3. 신뢰도 검증
  4. 타당성 검증
  5. 연구가설 검증
 Ⅴ. 결론 및 시사점
 참고문헌

저자

  • 이재곤 [ Jaekon Lee | 경기대학교 ]
  • 최윤근 [ Youngeun Choi | 경기대학교 대학원 관광경영학과 ]
  • 박운서 [ Woonsuh Park | 경기대학교 대학원 관광경영학과 ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    관광경영학회 [Tourism Management Research Organization]
  • 설립연도
    1997
  • 분야
    사회과학>관광학
  • 소개
    관광경영학을 실용학문의 체계로 확립하고 실천학문으로 정착시키기 위하여, 관광경영학문을 현실적응에 필요한 연구를 통해 국가관광정책의 방향을 제시하고, 관광사업자들에게는 실질적으로 도움이 되는 경영전략을 제공하며, 연구를 통하여 회원간의 친목도모와 정보교환을 함으로써 상호발전을 목적으로 한다.

간행물

  • 간행물명
    관광경영연구 [Journal of Tourism Management Research]
  • 간기
    격월간
  • ISSN
    2092-528X
  • 수록기간
    1997~2019
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 326.39 DDC 910

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