Currently, the food and beverage department of luxury hotels is becoming more and more important. The food and beverage department has become a very important factor for hotel companies as sales of food and beverage are increasingly higher than room sales of luxury hotels. When many customers visit the food and beverage department of luxury hotels, luxury hotel food and beverage products have become a very important factor in increasing sales. In choosing food and beverage products, consumers collect information with many external clues and choose food and beverage products. Among the information consumers have through external cues of food and beverage products, the first information they get is a verbal cues.
Therefore, this study aims to confirm and verify the influence relationship between consumers'' emotions, perceived taste, and purchase intention according to linguistic clues. In this study, different types of languages were set through rupture and non-rupture sounds, and the hypothesis was verified after reviewing the validity and reliability of the research model based on the sample obtained by randomly distributing a questionnaire considering the ratio of gender and age.
As a result of hypothesis verification in this study, first, linguistic cues influenced consumers'' emotions. In other words, consumers can confirm that consumers'' emotions change through verbal cues of luxury hotel food and beverage products. Second, it can be confirmed through research that verbal cues affect consumers'' perceived taste. Third, the influence relationship between the consumer''s emotions and the perceived taste felt by the consumer was confirmed. In other words, if the consumer''s emotions are hedonic, it means that the perceived taste of food and beverage products felt by the consumer is perceived as a cheerful and lively taste. Finally, it can be confirmed that emotion and perceived taste affect purchase intention.
In this study, linguistic cues were set to different types, rupture sounds, and non-ruptions, and through this, the influence relationship between consumers'' feelings, perceived taste, and purchase intention was identified. By studying the influence of consumers'' emotions, perceived taste, and purchase intention through verbal cues, the importance of naming luxury hotel food and beverage products is informed, and practical implications are presented in that companies can apply them to naming marketing research.