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논문 기본 정보

자료유형
학술저널
저자정보
이정실 (동명대학교)
저널정보
한국관광레저학회 관광레저연구 관광레저연구 제25권 제4호(통권 제75호)
발행연도
2013.5
수록면
153 - 168 (16page)

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초록· 키워드

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This study was carried out to understand the comparative important and priorities of evaluation factors considered when guest select family restaurant brands using the AHP method. Items for the setting priority were decided as "food", "site/atmosphere", "service", "promotion", and "sanitation" by council. Sampling in this study is limited to the university students who have experience visited family restaurant in Seoul and Busan. The responders included 268. Date were analyzed by frequency, and AHP. As the results, "food" was decided as a most important item. "Convenient site" evaluated as that of first priority in the totality evaluation items. Results of priority analysis of four competing family restaurant brands showed that "Outback Steakhouse" was most preferred brand, "Bennjgans" was second, "VIPS" was third, and "TGI Friday" was fourth one. Thus the competitive advantage evaluation would be able to show us which attributes of each brand has evaluation priority form its guest, so these evaluation process would be also useful to marketers of the family restaurant.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석결과
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2014-320-002584545