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ISSN : 1229-8778
The purpose of this study was to investigate an impact of consumption disposition, need for cognition, and self-construal on preference and visit intention for two kinds of food restaurant. The type of the food restaurant was divided into regional traditional restaurant with emotional attributes and ordinary restaurant with rational attributes. The study results showed that emotional consumption disposition and interdependent self-construal was higher at preference and visit intention for traditional restaurant than rational consumption disposition and independent self-construal, and high need for cognition was higher at visit intention for traditional restaurant than low need for cognition while there was no difference at preference for traditional restaurant between high and low need for cognition. According to comparison analysis of two kinds of restaurant, the intention to visit traditional restaurant was higher in condition of emotional consumption disposition, high need for cognition, and interdependent self-construal than the intention to visit ordinary restaurant. The present study gives an implication that it is important to develop marketing strategy considering emotional aspects of traveler, stimulation of need for cognition, and human relationship for promotion of food tourism industry.
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