This study examined the impact of SNS marketing on local food image and food product satisfaction and re-visit of restaurant businesses. Also, the purpose of the analysis between the SNS marketing and revisit of the restaurant company was to analyze whether local foods had a medial effect on the taste and satisfaction of menu products. For this purpose, we analyzed and understood each of the concepts variable. We also identified and analyzed the prior study, which was the relationship between the variables systematically.
From August 27, 2018 to September 15, 2018, we surveyed through SNS Marketing for the tourist and Gnagneung citizen that men and women from teenagers to 50 years of age who visited restaurants in Gangneung. A total of 306 surveys were conducted. We used statistics programs from SPSS 21.0 to analyze the data collected in the survey. We also did a frequency analysis to identify demographic characteristics and the validity and reliability of measuring instrument that an exploratory factorial analysis and reliability analysis were performed. Also, prior to a hypothesis testing, a correlation analysis was performed to confirm the direction and relationship between each variable, and regression analysis was performed for hypothesis testing.
To summarize the results of the study:
First, The ''joys'' and ''reliability'' factors about the local food image of the SNS marketing effect on the food quality, service and local food experience were shown to have a significant impact. However, the ''visit experience'' factor showed that only the reliabilty factors were affected. Also, ''Joy'' and ''visit experience'' factors was rejected. This means, while finding restaurants through SNS and going to the restaurants, people satisfies the pleasure and reliability. However, it is difficult to change the original local food image so, it needs a lot of effort to change the image. Therefore The tourist attractions should be made up of food marketing not only on SNS, but also in other ways.
Second, The ''visit experience'' and ''reliability'' factors have a significant effect on food quality and taste in the SNS marketing''s influence on menu product satisfaction. However, the ''joy'' factors did not significantly affect the food quality and taste. Price showed that ''joy'' and reliability'' had a significant effect, but ''visit experience'' factors were rejected because they did not have a significant effect. When visiting a restaurant after watching SNS, you will have learned the price rang, quality and taste. However, contrary to your expectations, you can find out that the pleasure with you finding the restaurants on the SNS is not related with the food quality and taste.
Third, In relation to the re-visit of SNS marketing, it was found that ''joy'' and ''reliability'' factors had positive effects on company loyalty and SNS use selection attributes in relation to the re-visit of SNS marketing. The ''visit experience'' was rejected as having no significant effects on the two optional attributes. This shows that tourists and local visitors who used SNS to visit restaurants feel as much satisfaction and joy as expected. However, not only tourists, but also local visitors have visited the site through oral traditions or an acquaintance.
Fourth, In the context of the impact on the re-visit of local food image, ''food quality and service'' has a positive effect on both the company loyalty and the selection properties of SNS use after the visit. However, the ''local food experience'' factor only had a significant effect on company loyalty, and ''tourism information'' had a significant impact on SNS use after visiting the restaurant. This shows that the quality and service of food is an important reason for the revisit. Also, this showed that people who experience about the local food can trust in the restaurant and the tourist who get a lot of information about tourist attractions are more satisfied. Therefore, you can know that people use the SNS after visiting the restaurant.
Fifth, The two factors, ''food quality and taste'' and ''price'', in the context of the re-visit of menu products were found to have positive effects on the company''s loyalty and the choice of using SNS after a visit. This shows that food quality, taste, and price are important factors that directly affect the re-visit. If they are satisfied, they will continue to visit and start to be handed down for others.
Sixth, Although some factors were rejected because they did not have the mediated effect of the local food images played a role in the process, half of them have partial and complete mediated effect showed and some influence relationship between SNS marketing and re-visit. We need to look for ways to change the food in local areas. In such a way that to increase local food experience activities and provide more detailed and convenient information about tourist attractions.
Seventh, The results of verifying the mediation effect of menu product satisfaction showed that only the factors of the visit were partially sold during the process of the restaurant company''s SNS marketing to the re-visit and all the other factors have partial mediation effect. This shows that there are many tourists and Gangneung citizens who do not visit restaurants only through SNS marketing, but through oral effects. Therefore, the restaurant company should not satisfied with the current menu but make a constant effort to develop menu products.
Through this research, it will be able to use the information as a basis for the development of the restaurant tourism industry by providing information on how to conduct SNS marketing of restaurant businesses.