한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제32권4호
  • /
  • Pages.287-294
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  • 2017
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  • 1225-7060(pISSN)
  • /
  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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컨조인트 분석을 이용한 혼밥 소비자의 외식업체 선택속성에 관한 연구

Studies of Restaurants to Identify the Selection Attributes, for Solo Diners using Conjoint Analysis

  • 김현미 (경희대학교 호텔관광대학) ;
  • 이지현 (경희대학교 호텔관광대학) ;
  • 정라나 (경희대학교 호텔관광대학)
  • Kim, Hyunmi (College of Hotel & Tourism Management, Kyung Hee University) ;
  • Lee, Jihyeon (College of Hotel & Tourism Management, Kyung Hee University) ;
  • Chung, Lana (College of Hotel & Tourism Management, Kyung Hee University)
  • 투고 : 2017.07.21
  • 심사 : 2017.08.23
  • 발행 : 2017.08.30
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초록

This study analyzed the comparative importance of the selection of a restaurant for solo diners, and suggests a solution for the ideal type of the restaurant that are appealing to solo diners using conjoint analysis techniques. A total of 280 questionnaires were distributed to consumers who had experience dining alone from June $7^{th}$, 2017 to June $14^{th}$, 2017, and 261 were completed (93.21%). As a result, the importance of the attributes of the restaurant was found to be the menu for solo diners (36.92%), price (30.29%), seating for solo diners (20.87%), and serving time of food (11.91%). The ideal combination of selection attributes was found to be having a menu for a solo diner, having a seat for a solo diner, meal service time of less than 10 minutes, and a low price of 2,500won. These results will form a database that contributes to the development of differentiated products and is building marketing strategies that can satisfy the needs of solo diners.

키워드

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