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An Analysis of Family Restaurant Customer Choice Behavior Using the Discrete Choice Model

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(5), pp.355-372
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

유창근 1 Lee, Hee-chan 2

1한국문화관광연구소
2세종대학교

Accredited

ABSTRACT

Using the discrete choice model(Mixed Multinomial Logit Model), this study determined the factors of restaurant customers' choice behavior. In this model, both individual characteristics of the customers and family restaurant's attributes were considered together as independent variables and number of visit was regarded as the dependent variable. Data were collected from 488 customers at four biggest family restaurant in Seoul in 2008. Results showed that the attributes of the restaurants have greater effect on the brand choice behavior than the individual characteristics of customers. This study implies that in order to keep the business competitive over others, a family restaurant needs to find its central and significant attributes and deliver them to the customer properly.

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