The Effect of Busan Tourists’ Dining Experience and Menu Preference on Revisit Intention: Focusing on the Mediating Effect of Satisfaction

This study examined the mediating effect of satisfaction on the relationship between dining experience, menu preference, and revisit intention among domestic tourists visiting Busan. A survey was conducted with domestic tourists who had visited Busan and experienced dining during the previous year, and 300 valid responses were used for the empirical analysis. Dining experience was operationalized with taste, service, hygiene, price, and atmosphere, whereas menu preference was measured by locality, healthiness, creativity, and visual attractiveness. The data were analyzed using SPSS 24.0 and PROCESS Macro Model 4 through frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, regression analysis, and bootstrapping-based mediation analysis. The results showed that both dining experience and menu preference had significant positive effects on satisfaction, and satisfaction had a significant positive effect on revisit intention. In addition, satisfaction partially mediated the relationship between dining experience and revisit intention, whereas it fully mediated the relationship between menu preference and revisit intention. These findings indicate that food-related experiences constitute a critical mechanism in shaping tourist satisfaction and revisit intention in Busan. Therefore, strengthening Busan’s gastronomic tourism competitiveness requires improvement in dining service quality, development of locally distinctive menus, and support for tourism-friendly foodservice policies.