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A Research on Kids-Playground Facility in a Restaurant and Restaurant Choice Attributes

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2007, 31(5), pp.29-50
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Chong,Yu-kyeong 1,  박상복 1,  허경숙 1

1세종대학교

Accredited

ABSTRACT

This study was designed to find out how customers perceived the idea of the kids-playground in a restaurant which has increased the role in making decision on which restaurant to choose. An attempt to provide an empirical resource that marketing activities for kids has pivotal effect on parents deciding which place to go eat, family gathering occasions were considered in this study. To accomplish such purposes, the current customers and potential customers were participated in a survey to express how they perceived the importance of play-ground facilities in a particular restaurant and their involvement of the facilities. Based on the results of those perceptions, this study investigates how the perception influenced when the customers choose a restaurant. The results showed that perceived importance of the attributes in kids’ play facilities were different according to how they considered those facilities especially, kid’s play facilities’ safety and their entertainment. The importance of the attributes of kid’s playground facilities and the customers involvement of kid’s play facilities were significantly influenced in choosing a restaurant. This implies that marketers should plan activities to attract kids 핵심용어(Key words):키즈마케팅(Kids marketing), 어린이 놀이시설(Kids-playground facility), 관여도(Involvement), 레스토랑 선택속성(Restaurant choice attribute)

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