A Spatial Location Analysis of the First Shops of Foodservice Franchise in Seoul Metropolitan City Younghee Lee* 1 1 (R) 0 16 1 15 64 1 Abstract The foodservice franchise is preferred by the founders who inaugurate a business enterprise, because it is not difficult to convert into money more than other private enterprise. The success or failure of the foodservice franchise depends 80 percent on its location. Therefore, this research aimed to study the location factors of the first shops of foodservice franchise in Seoul through the analyses of nearest neighborhood effect and statistical relationship between variables. According to there results, the location characteristics of the first shops of foodservice franchise are summarized as in the following three items. First, the spatial distribution pattern of the first shops is a clustered type. Second, the first shops relate to the 15 variables which are the number of financial facilities, the number of business service offices, and the number of hotels and restaurants, etc. Third, the main location factor of the first shops is the number of financial facilities. In conclusion, it is estimated that Gangnam-gu and Jung-gu might be good for the location of the first shops of foodservice franchise in Seoul, because these two places have many financial buildings. : foodservice franchise, location factor, financial facilities, multivariate regression, spatial distribution pattern 1996 459 30 (Full-time lecturer, Department of Tourism, Soongeui Women s College), yhlee@sewc.ac.kr 532
1 Issac Singer Meany 2004 10 1) 1979 1 2005 56 1986 1988 2) 40 50 2002 80 2002 2004 2006 2005 1 2004 89 91 2002 88 1 1 1 80 1 1 1979 230 1991 1996 2003 1995 2000 1990 533
2007 2000 1998 1987 2005 1999 2005 Meaney 2004 2003 1990 1997; Kenneth et al., 1998 Kenneth et al.(1998) (Taco Bell) (KFC) (ARBY s A&W) (Long John Silver s) 174 38 7 24 3) 4 9 2003 1990 (2003) (2003) 35 (1997) (GIS) GIS (1997) GIS (2003) (1997) 69 1990 (1990) 1990 534
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1 1 1 2003 1997 10) 11) 23 23 1 1 0 544 (Fs) (Es) (Re) (Pl) (Co) (Rl) (Ds) (Fp) (Ps) (Eg) (Fe) (Wr) (Bi) (Pa) (Gm) (Ed) (Ss) (Ma) (Ap) 1) (Ma) (Po) (Tr) (Sr) 1 0 05 0 01 0 801 0 717 0 708 0 680 0 676 0 661 0 637 0 634 0 621 0 544 0 486 0 459 0 454 0 432 0 421 0 285 0 201 0 189 0 102 0 197 0 083 0 268 0 305 0 421 0 486 1 1 4 (Fs) 1 1 4 (Fp) (Eg) (Re) (Co) (Rl) (Es) (Ps) (Pl) (Ds) (Fs) (Bi) (Wr) (Pa) (Fe) (Gm) 15 1 Stepwise Selection (Fs) (Bi) (Wr) (Eg) 4 538
(R2 ) d Moran s I F T 3 841 2 643 0 015 0 071 0 801 0 642 41 272 0 000 6 424 0 000 1 976 0 1264 Zc 1 3963 1 Durbin-Waston d 1 976 T 2 0 5 (Fs) (Moran s I) 12) 0 1264 1 Y 3.841 0.071Fs Fs 539
(R) 0 801 (R 2 ) 0 642 F 41 272 F 0 000 5 1 (R 2 ) 0 642 (Fs) 64 1 0 16 1 (Fs) 1 1 1979 1990 2000 1 1 1 (R) 0 16 4 2 1 1 64 1 (1990) (1997) 1 1 1 1 1 540
20 1 1 1) 1971 (franchisee) (franchisor) 2) http: //terms.nate.com/dicsearch/ view.html?i=1023001) 3) Terry(1997, 25) 4) r i i=1 R=rA/rE ra= n re=1/2 n/a R R 0 2 1491 R 0 R 2 1491 R 0 23 0 90 R 2 01 ra re r n A 5) (Stanley and Sewall, 1976) 1997 48 6) 1997 49 7) 1948 1989 330 8) (http://traffic-app.seoul.go.kr/ administration/db/test/main.phb) 25 541
9) 1 0 93 1993 10 10) 11) 12) Moran s I I= n (c)(xi X )(Xj X ) J (Xi X ) 2 n Xi i Xj j J 2002 2004 2006 1991 26 182-201 1996 31(1) 49-67 2003 G shop 38(5) 769-785 2005 1979 2004 2007 2004 2003 6 119-131 2000 1996 1998 1987 Fast Food 2005 1990 24 25-52 2002 1999 1993 2005 20 55-89 1997 GIS 1989 1995 30(1) 68-92 2000 35(4) 585-598 2005 1990 42 49-65 Kenneth, C. S., James, C. J., Bradley, J. S., and William, C. R., 1998, A note on applying retail location models in franchise systems: a view from the trenches, Journal of Consumer Marketing, 15(3), 542
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