Proper

Abstract

This study acknowledges the importance of restaurant image and restaurant preference as the physical viewpoints of hotel restaurants within the context of intensifying competition. First, it identifies the components of the physical environment of hotel restaurants, then empirically identifies the effects of a hotel restaurant’s physical environmental factors on restaurant image and restaurant preference, and thereby aims to contribute to the theoretical development of the hotel industry for the continuous growth of hotel restaurants. A survey targeting consumers who have had experience at a five-star hotel restaurant located in Seoul was conducted for 1 month, and the 301 valid responses collected were used as a sample in the path analysis that was performed using the SPSS 18.0 and AMOS 18.0 statistical program. The study results showed that the physical environment of hotel restaurants had positive effects on restaurant image and restaurant preference. Such study results wil apply as important marketing factors for the competitive advantage of hotel restaurants.