국내 관광 중 베이커리카페 선택속성과 심리적 행복 및 고객만족 간의 구조적 관계 검증

Objective:This study aims to investigate the effects of bakery café selection attributes on psychological happiness and customer satisfaction during domestic tourism and to verify the mediating effect of psychological happiness. Methods:This study conducted a survey among 265 consumers who visited bakery cafés during domestic travel, and this study used structural equation modeling (SEM) and bootstrapping method for data analysis. Results:The findings revealed that price, menu, and physical environment had significant effects on psychological happiness, with the physical environment being the most influential. Psychological happiness significantly affected customer satisfaction, and among the selection attributes, price and promotion directly influenced customer satisfaction. Moreover, psychological happiness played a mediating role in the relationship between selection attributes and customer satisfaction. Implications:This study suggests that selection attributes of bakery cafés significantly influence emotional experiences and psychological well-being of customers while traveling, highlighting the need for marketing strategies that incorporate emotional value in the foodservice and tourism industries.