기장지역 향토음식점의 메뉴품질과 서비스스케이프의 IPA 분석에 관한 연구

The main purposes of this study is to examine a local restaurants menus" importance and satisfaction of the servicescape. Survey was collected by December 1 through December 31 2015, in the region Kijang County. the data from this survey were analyzed by using various statistical techniques including frequency tables, factor analysis, reliability test, and IPA. Results of IPA analysis showed that menu consisted of local products is the highest average value, and it means the local food restaurants need to use the nostalgic marketing techniques. In addition, menus are currently for sale in order to attract continuing foreign tourists as perceived by Busan residents Kijang. Therefore, the local food restaurants need to revive the traditional flavors and recipes coming down area from ancient times. Based on these results, this study will contribute to provide fundamental information for developing marketing strategies especially local food restaurants.