The effect of food quality on behavioral intention in Korean restaurants: From the perspective of Chinese tourists

Abstract

This study aimed to analyze the relationship between food quality, perceived value, satisfaction, and behavioral intention of Chinese tourists in Korean restaurants. To achieve this objective, a survey was conducted with 350 Chinese tourists at Jeju International Airport, South Korea. The data were analyzed using exploratory factor analysis, second-order confirmatory factor analysis, and structural equation modeling. The results show that food quality, which consists of visual/olfactory impressions, ingredients, and palate/touch distinctions, directly and significantly influenced perceived value and satisfaction while it only indirectly influenced behavioral intentions via perceived value and satisfaction. Also, it is found that perceived value was most strongly influenced by food quality. The current findings imply that marketers of Korean restaurants should pay more attention to improving food quality, which increases perceived value and satisfaction and, in turn, can lead to revisits and recommendations.