The influence of restaurant experience at a tourist destination on revisit intention
Abstract
Providing customers with a distinctive experience has been of increasing interest to researchers in today's tourism field because it can bring a huge economic value and help operators enjoy success. This study intended to identify how dining experiences in restaurants at a tourist destination influence revisit intention to further explore the larger area using customer satisfaction and place attachment as connectors. This study created some other variables to measure restaurant experience at a tourist destination and its role in affecting revisit intention to the tourist destination, customer satisfaction, and place attachment. In particular, the present study measured product-related experience using environment, food quality, price fairness, and locale image; social-related experience using social facilitation theory; and the total experience using flow theory while eating in restaurants at a tourist destination. A total of 244 respondents participated in the survey, which was conducted at a tourist destination in Korea. Exploratory factor analysis, structural equation modeling, and multiple regression analysis were conducted for data analysis. The results of structural equation modeling indicated that restaurant experience is a critical predictor of customer satisfaction, place attachment, and revisit intention to further explore the larger area. Place attachment is not a significant determinant of revisit intention whereas customer satisfaction in a restaurant is an important contributor to revisit intention. The multiple regression analysis revealed interesting results showing that common restaurant dimensions influence customer satisfaction at restaurants, place attachment, and revisit intention to the destination. The results of the current study will help restaurant operators and destination marketers establish strategies to satisfy and attract more customers. In addition, the variables newly created for the purpose of this study will be widely applicable for future researchers. More detailed findings and implications will be presented in the manuscript.
Degree
M.S.
Advisors
Lehto, Purdue University.
Subject Area
Management|Recreation
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