관광지 유명 레스토랑의 혼잡도에 따른 고객의 감정과 고객만족도에 관한 연구 : 중국인 관광객을 대상으로

There have been many studies on Chinese tourists' behavioral intentions and restaurant selection attributes. However, research on the moods of Chinese tourists' perceived crowdedness at restaurants has been insufficient. Filling this gap, this study examined the relationships among perceived crowdedness of Chinese tourists in restaurants, positive moods, negative moods and customer satisfaction by employing a quantitative approach. An online survey was used to collect the data. Results of the structural analysis presented that Chinese tourists perceive crowdedness when they visit a Korean restaurant, and that such perceived crowdedness is significantly associated with negative moods of unpleasant, painful, and disappointment. The perceived human crowdedness of Chinese tourists’ had significant effects both on the negative moods and on positive moods. The negative moods of unpleasant, painful and disappointment caused by the perceived crowdedness among Chinese tourists had a significant effect on customer satisfaction. In addition, in this study restaurant managers should have a strategy for environmental services. In other words, the results suggested that the level of congestion should be notified to customers in advance, and a method for enhancing customer satisfaction should be implemented accordingly in order to minimized Chinese tourists’ perceived crowdedness.