에스닉 레스토랑의 식공간 연출 구성요소 분석: 일반 레스토랑과의 비교를 중심으로

As the interest in ethnic cuisine increases, the quality attributes of dining space design in ethnic restaurants have become an increasingly important way for marketing practitioners to gain a competitive advantage. This study attempts to: 1) identify key quality attributes of dining space design in ethnic restaurants applying Bitner's (1992) framework in a comprehensive manner and 2) examine the importance of the key quality attributes of dining space design in ethnic restaurants as compared to those in non-ethnic restaurant. Factor analysis showed that dining space design in ethnic restaurants can be understood in terms of three factors: aesthetics, ambience, and space/functionality. A paired t-test revealed that aesthetic attributes, such as 'attractive signage,' 'table decorations,’ and 'plates that are in harmony with the food,’ were statistically more important for ethnic restaurants. Space and functionality attributes, including 'prompt service' and 'ample space between tables,' were statistically more important for non-ethnic restaurants. These findings provide restaurant managers advice to build a better dining space focusing on aesthetic attributes in ethnic restaurants.