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Placeness Factor of Convenience Store as Dining Space by ZMET Analysis

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(6), pp.33-53
  • DOI : 10.17086/JTS.2020.44.6.33.53
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : April 9, 2020
  • Accepted : August 12, 2020
  • Published : September 1, 2020

Noh, Yeon-Ah 1 HAN KYUNG SOO 2

1경기대학교
2경기대학교 외식조리학과

Excellent Accredited

ABSTRACT

Convenience stores (CVSs) are embracing convergence for their business areas as the product mix changes. They have started to offer a dining experience since their sales are led by home meal replacement, baked goods, coffee and desserts. This study investigated the sense of place for a CVS as a contextually meaningful dining space. Factors were identified based on literature review and qualitative research methods to understand internal consumer demands. The component concept was classified regarding how a CVS develops placeness in line with the changing business areas. What consumers demand at a CVS is described in the consensus map. ZMET was applied to analyze the consumer recognition and in-depth interviews were conducted with twelve CVS customers aged 25 – 35 years. The analysis showed that physical, active, and individual factors are involved to develop CVS placeness. Next, features of a physical factor are categorized into accessibility, spatiality, marginality and amenity of CVS environments. An active factor with regard to the service behaviors and user activities includes promptness, purposefulness, interaction and convenience, while individuals experience satisfaction, diversity or differentiation after repetitive and/or continuing visits. In the consensus map, a CVS is conceptualized as a highly accessible lounge in terms of time, service and space. These findings suggest theoretical implications to help identify the component concept of a CVS with placeness, and provide insight into how consumers recognize the changing values and increasing number of services of a CVS.

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