지역음식관광 발전을 위한 음식점 수용태세지수 개발 : 델파이 기법 및 AHP를 활용하여 = The Development of Restaurant Preparedness Index for Developing Regional Food Tourism: The Usage of Delphi Technique and Analytic Hierarchy Process

국문 초록 (Abstract)

본 연구는 지역별 음식관광 수용태세를 정확히 판단하고 비교하기 위한 수단으로서 ‘음식점 수용태세지수’를 개발하고자 하였다. 연구를 위해 관광/외식업계 전문가인 학계 15명, 업계 5명, 공공 7명의 총 27명을 대상으로 3차에 걸친 델파이 조사를 실시하였으며, AHP(analytic hierarchy process)를 활용하여 지표들의 가중치를 산출하였다. 상위개념 8개 상위개념과 25개 하위개념, 이에 따르는 총 84개 세부항목에서 출발하여 최종적으로 8개 상위개념과 18개 하위개념, 71개 세부항목으로 정제되었다. AHP를 통해 도출해낸 상위개념 중요도를 살펴보면, ‘음식(23.7%)’이 가장 중요한 요소인 것으로 나타났고, 그 뒤를 이어 ‘위생안전(17.1%)’, ‘서비스(13.8%)’, ‘가격(10.6%)’, ‘명성/평(9.1%)’, ‘입지(9.0%)’, ‘관광연계(8.5%)’, ‘물리적 환경(8.4%)’ 순으로 나타났다. 상위 10개에 랭크된 세부항목은 ‘직원의 개인위생(0.60%)’, ‘가시성(0.50%)’, ‘맛(0.43%)’, ‘청결한 위생복(0.40%)’, ‘주요 간선도로와의 접근 용이성(0.40%)’, ‘가격 정찰제 시행 여부(0.29%)’, ‘메뉴 전문성(0.28%)’, ‘주변 상권 동일 메뉴 대비 가격(0.26%)’, ‘온라인 및 모바일 플랫폼 서비스 등록 여부(0.25%)’, ‘지역특성을 반영한 메뉴로 구성되었는지 여부(0.25%)’로 나타났다. 본 연구를 통해 제시된 음식점 수용태세지수는 지역의 음식관광 수용태세를 점검하고 발전방안을 제시하는데 유용한 자료로서 활용될 수 있을 것으로 보인다. 향후 연구에서는 음식점 수용태세지수를 실제 데이터에 적용하여 지역별로 비교하고 지수가 현실을 적절히 반영하는지 여부를 확인하여 지수를 정제·보완하는 작업이 필요할 것으로 보인다.

다국어 초록 (Multilingual Abstract)

This study aimed to develop the Restaurant Preparedness Index as a means to accurately determine and compare the preparedness status of restaurants by region. A total of 27 tourism/restaurant industry experts from 15 academia, 5 industry and 7 public were surveyed. This study used the Delphi technique and the analytic search process (AHP). This study started from eight concepts, 25 subconcepts, and a total of 84 items. It was finally refined into eight concepts, 18 subconcepts, and 71 items. According to the importance of concepts derived through AHP, ‘food (23.7%)’ was the most important factor, followed by ‘sanitary safety (17.1%)’, ‘service (13.8%)’, ‘price (10.6%)’, ‘reputation/evaluation (9.1%)’, ‘location (9.0%)’, and ‘physical environment (8.4%)’. The top 10 ranked detailed items include personal hygiene of the staff(0.60%)’, visibility (0.50%)’, taste (0.43%)’, clean sanitary clothing (0.40%)’, easy access to major highways (0.40%)’, implementation of a price reconnaissance system (0.29%) , menu expertise (0.28%) , price compared to the same menu in the surrounding area (0.26%) . The restaurant preparedness index presented through this study is expected to be used as a useful tool to check the food tourism acceptance status in the region and suggest ways to develop. A future study can apply this restaurant preparedness index to actual data to compare by region, check whether the index properly reflects reality.

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 이론적 배경 Ⅲ. 조사설계 Ⅳ. 분석 결과 Ⅴ. 논의 및 결론

참고문헌 (Reference)

1 강성진, "지역 음식관광 활성화를 위한 외국인 방문객 시장세분화 연구 - 여행 중 음식 관련 행동들을 기반으로 -" 대한관광경영학회 29 (29): 177-197, 2014

2 정승훈, "제주방문 외국인 개별여행객의수용태세 정책에 관한 우선순위 설정" 한국관광학회 37 (37): 97-116, 2013

3 이덕순, "음식관광 관여도와 동기가 참여활동과 만족도에 미치는 영향" 대한관광경영학회 28 (28): 325-342, 2013

4 정형학, "온라인 리뷰의 평점과 리뷰의 양이 방문의도에 미치는 영향: 레스토랑을 중심으로" 한국유통학회 24 (24): 1-21, 2019

5 김동한, "수정된 IPA를 활용한 관광객 유치 증대를 위한 관광수용태세 개선 방안: 인센티브 관광객을 대상으로" 한국호텔외식관광경영학회 24 (24): 145-159, 2015

6 송상교, "맛의도시 목포, 스마트 음식관광 시스템 조성"

7 이종성, "델파이 방법" 교육과학사 2001

8 강명보, "농촌관광플래너 양성을 위한 NCS 기반 직무분석 연구 - 델파이 기법을 활용하여 -" 한국관광학회 43 (43): 209-226, 2019

9 한국관광공사, "국내 대표 관광지 수용태세 모니터링 보고서" 2009

10 유승각, "강원도 관광수용태세 평가지표 개발" 강원연구원 2014

11 Özdemir-Guzel, S, "Understanding the Relationship Between Physical Environment, Price Perception, Customer Satisfaction and Loyalty in Restaurants" 8 (8): 762-776, 2020

12 Graft, A., "Travel and Tourism Statistics: The Ultimate Collection"

13 Du Rand, G. E., "Towards a framework for food tourism as an element of destination marketing" 9 (9): 206-234, 2006

14 Litvin, S. W., "Tourists’ use of restaurant webpages : Is the internet a critical marketing tool?" 11 (11): 155-161, 2005

15 Han, H., "The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry" 33 (33): 487-510, 2009

16 Ryu, K., "The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions" 24 (24): 200-223, 2012

17 Furtado, N. G., "The influence of technology payment adoption in satisfaction : a study with restaurant consumers" 21 (21): 209-230, 2020

18 Rozekhi, N. A., "The influence of food quality on customer satisfaction in fine dining restaurant : Case in Penang" 2 (2): 45-50, 2016

19 Al-Tit, A. A., "The effect of service and food quality on customer satisfaction and hence customer retention" 11 (11): 129-, 2015

20 Wall, E. A., "The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality" 48 (48): 59-69, 2007

21 Dalkey, N. C, "The Delphi method: An experimental study of group opinion"

22 Brockhoff, K., "The Delphi Method: Techniques and Applications" Addison-Wesley 1975

23 Gordon, T. J., "The Delphi Method in Futures Research Methodology" 3 : 1994

24 Saaty, T. L., "The Analytic Hierarchy Process" McGraw-Hill 1980

25 Lee, P., "Smart Tourism City: Developments and Transformations" 12 : 3958-, 2020

26 권준혁, "SNS 미디어 및 레스토랑의 브랜드 명성과 SNS 콘텐츠가 브랜드 연상과 구매의도에 미치는 영향" 한국외식산업학회 14 (14): 107-121, 2018

27 Namin, A., "Revisiting customers' perception of service quality in fast food restaurants" 34 : 70-81, 2017

28 Almohaimmeed, B. M., "Restaurant quality and customer satisfaction" 7 (7): 42-49, 2017

29 Kivela, J. J., "Restaurant marketing: selection and segmentation in Hong Kong" 9 (9): 116-123, 1997

30 Hanaysha, J., "Restaurant location and price fairness as key determinants of brand equity : A study on fast food restaurant industry" 6 (6): 310-323, 2016

31 Barber, N., "Restaurant consumers repeat patronage : A service quality concern" 30 (30): 329-336, 2011

32 Tu, Y. T., "Relationships among service quality, customer satisfaction and customer loyalty in chain restaurant" 3 (3): 273-282, 2011

33 Rowe, G., "Principles of Forecasting" Kluwer Academic 125-144, 2001

34 OECD, "OECD Tourism Trends and Policies 2016" 2016

35 Ryu, K., "New or repeat customers: How does physical environment influence their restaurant experience?" 30 (30): 599-611, 2011

36 Adeinat, I., "Measuring service quality efficiency using DINESERV" 13 (13): 591-604, 2019

37 Erkmen, E., "Managing restaurant attributes for destination satisfaction : what goes beyond food?" 9 (9): 19-, 2019

38 Chung N., "Information and Communication Technologies in Tourism 2021" Springer 2021

39 Yi, S., "Influence of price and brand image on restaurant customers’ restaurant selection attribute" 21 (21): 200-217, 2018

40 Kim, W. G., "Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth" 28 (28): 10-17, 2009

41 Bizwit Research & Consulting, "Global Culinary Tourism Market Size study, by Type, by Tour, by Distribution Channel and Regional Forecasts 2020-2027" 2020

42 Gheorghe, G., "Gastronomic tourism, a new trend for contemporary tourism" 9 (9): 12-21, 2014

43 Rousta, A., "Food tourism value : Investigating the factors that influence tourists to revisit" 26 (26): 73-95, 2020

44 Lunchaprasith, T., "Food tourism and the use of authenticity in Thailand" 18 (18): 101-116, 2018

45 Abdullah, D., "Food quality, service quality, price fairness and restaurant re-patronage intention : The mediating role of customer satisfaction" 8 (8): 211-226, 2018

46 Rinaldi, C., "Food and gastronomy for sustainable place development: A multidisciplinary analysis of different theoretical approaches" 9 (9): 1748-, 2017

47 Hall, C. M., "Food Tourism Around the World" Butterworth-Heinemann 314-335, 2003

48 Hall, C. M., "Food Tourism Around the World" Routledge 13-36, 2004

49 Kim, H., "Examining customer perceptions of restaurant restroom cleanliness and their impact on satisfaction and intent to return" 22 (22): 191-208, 2019

50 Ha, J., "Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment" 29 (29): 520-529, 2010

51 Kwun, J. W., "Effects of brand, price, and risk on customers' value perceptions and behavioral intentions in the restaurant industry" 11 (11): 31-49, 2004

52 Um, T., "Does smart tourism technology matter? Lessons from three smart tourism cities in South Korea" 2019

53 Namkung, Y., "Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions" 31 (31): 387-409, 2007

54 Oh, M. M., "Dimensionality of ethnic food fine dining experience: An application of semantic network analysis" 35 : 100719-, 2020

55 오문향, "Development of an Evaluation Scale for Inter-Country Tourism Industry Competitiveness using the Delphi Technique and Analytic Hierarchy Process" 한국관광학회 13 (13): 1-32, 2013

56 Stevens, P., "DINESERV : A tool for measuring service quality in restaurants" 36 (36): 5-60, 1995

57 Kim, D. Y., "Building corporate reputation, overcoming consumer skepticism, and establishing trust: Choosing the right message types and social causes in the restaurant industry" 13 (13): 363-388, 2019

58 Kotler, P., "Atmospherics as a marketing tool" 49 (49): 48-64, 1973

59 Cobanoglu, C., "Are consumers ready for mobile payment? An examination of consumer acceptance of mobile payment technology in restaurant industry" 31 (31): 6-, 2015

60 Su, D. N., "Analysis of push and pull factors in food travel motivation" 23 (23): 572-586, 2020

61 Koo, C. M., "Analysis of case study for smart tourism development: Korea Tourism Organizations smart tourism case" 15 (15): 519-531, 2015

62 Liberato, P., "Advances in Tourism, Technology and Smart Systems" Springer 517-526, 2020

63 김기현, "AHP를 이용한 외국인 농촌관광 수용태세 지표개발에 관한 연구" 대한관광경영학회 29 (29): 41-54, 2014

64 Kim, H. J, "A study on the improvement of tourism preparedness in the age of 10 million foreign tourists" Korea Culture & Tourism Institute 2012