The Effect of Food Tourism Service Quality on Revisit Intention: Focused on Mediating Effect of Local Restaurant Authenticity

This study examined the effect of food tourism service quality on revisit intention, and verified the mediating role of local restaurant uniqueness through empirical analysis. The analysis results are summarized as follows. For the data collection of this study, a survey was conducted from August 6 to 30, 2024, for those who have visited local restaurants, centering on representative food and culture festivals across the country, by the convenience sampling method. A total of 260 questionnaires of the sample data for this study were distributed, of which 252 questionnaires were used as the final data, excluding 8 questionnaires of data not suitable for the study. The analysis results are as follows. First, among the food tourism service quality, responsiveness was found to have the most significant effect on the intention to revisit, followed by empathy, and finally, aesthetics was found to have a significant effect on the intention to revisit. However, it was found that certainty did not significantly affect the intention to revisit. Among the food tourism service quality, which is an independent variable, empathy, aesthetics, and responsiveness were found to have a significant effect on the uniqueness of local restaurants, which is a parameter. Next, empathy among the food tourism service quality, which is an independent variable. Aesthetics and responsiveness were found to have a significant effect on the dependent variable, revisit intention. Finally, it was found that the uniqueness of local restaurants, which is a parameter, had a significant effect on the dependent variable, revisit intention. Therefore, the uniqueness of local restaurants can be seen as playing a mediating role between food tourism service quality and revisit intention. Based on the results of this study, the image of food tourism will be able to provide basic data on how to establish an efficient marketing strategy for revisit intention, focusing on the mediating effect of the uniqueness of local restaurants.