The Relationship between Hotel Food and Beverage Product Attributes, Customer's Benefits Sought and Social Values

This study examines the structural relationships among hotel food and beverage (F&B) product attributes, customers’ perceived benefits, and perceived social value. Based on a survey of 218 customers with recent hotel F&B experiences in Korea, the study employed factor analysis and multiple regression to validate the proposed research model. The results show that “luxurious atmosphere” and “reasonable pricing” significantly enhance perceived benefits, whereas “taste” and “staff responsiveness” do not have a statistically significant influence. Furthermore, perceived benefits have a strong positive effect on perceived social value, while F&B product attributes do not directly affect social value. These findings imply that social value is primarily constructed through customers’ interpretation of experiential benefits, rather than from product features themselves. This highlights the need for ESG-aligned strategies in hotel F&B operations that focus on symbolic and emotional engagement with customers.