Study on Image, Preference, Importance and Satisfaction to Korean Traditional Food of Foreign Visitors in Korea, Daegu

외국인의 한국음식에 대한 이미지, 기호도, 중요도 및 만족도 -대구 지역 방문자를 대상으로-

  • Yoon, Seong Ah (Faculty of Food and Technology, Catholic University of Daegu) ;
  • Park, Geum Soon (Faculty of Food and Technology, Catholic University of Daegu)
  • 윤성아 (대구가톨릭대학교 외식식품산업학부) ;
  • 박금순 (대구가톨릭대학교 외식식품산업학부)
  • Received : 2013.03.27
  • Accepted : 2013.04.28
  • Published : 2013.04.30

Abstract

To investigate the image, preference, importance and satisfaction of foreign visitors to Korean foods, 220 visitors (male 104, female 115) were surveyed with questionnaires in English and Japanese. To achieve this research purpose, frequency analysis, exploratory factor analysis, t-test, and one way ANOVA was performed using the SPSS 15.0 program. Subjects had various nationality such as Europe/Oceania (24.7%/), Asia (23.3%), Africa (12.8), and North America (39.3). The representative food was kimchi > bibimbop > bulgogi but the most favorite food was bibimbop > kalbi > bulgogi in order. Like this, there are some discrepancies among the food choice, especially in kimchi, so the taste of kimchi should be improved according to the foreigners' taste. The results of the preference about the image get the high grade from those factors; the resonable price of Korean food, the spicy taste, various kinds of food according to the settings of the table, good for the health with excellent taste. Foreigners consider that the cleanliness of food and tableware, the sanitation of the restaurants, the taste of the food and freshness of ingredients are the important factors in Korean food and Korean restaurants. According to these factors, the satisfaction is affected by the attitude of servers > the taste of the food > the freshness of the ingredients > the amount of the food > the atmosphere of the restaurants > the cleanliness of the tableware in order. From the relationship between the importance and the satisfaction, the low grade food should improve the color and styling of the food and be served the appropriate amount of the food. Moreover, it is needed to improve the combining the spices and the ingredients to maintain a balance between strong and delicate flavors and with this, Korean food should be more globalized to promote the development of Korea tourism.

Keywords

References

  1. 김재수 (2006) 한국 음식 세계인의 식탁으로. 백산출판사, 서울. pp 5-20.
  2. Byun JO, Han JS, Oh OH (2001) The Korean Americans' knowledge on Korean traditional foods (II) - preference and frequency. J East Asian Soc Dietary Life 11: 140-148.
  3. Choi YS, Won CS (2007) Plan to introduce Korean food culture as a tourism product. Korea Hotel Resort Association 6: 157-166.
  4. Ha KH (2010) Survey of Korean food acknowledgement and preference by Chinese students in Daejeon. Korean J Food & Nutr 23: 186-195.
  5. Hong KM (2011) Effect of service quality of Korean restaurants on satisfaction and revisit intention of Chinese tourists. MS Thesis Keimyung University, Daegu. pp 59-62.
  6. Im JH (2012) Relationship among LOHAS of Korean food and perceived value, and satisfaction of Korean restaurant in Korea and behavioral intention of Korea restaurant in Japan and China : in case of Japanese and Chinese inbound tourists in Korea. Ph D Dissertation Sejong University, Seoul. pp 67-70.
  7. Jang DJ, Kim SH, Lee HJ (2005) Survey of consumer perception for derivation of superior factors in various Korean traditional foods. Korean J Food Cookery Sci 21: 780-812
  8. Jang MJ, Cho MS (2000) Recognition and preference to Korean traditional food of foreign visitors in Korea. Korean J Dietary Culture 15: 215-223.
  9. Joo HS, Kwon YJ, Lee SH (2008) Influential relations of hotel restaurant LOHAS image on the perceived service quality and value, customer satisfaction, and loyalty. Korean Academic Soc Hospitality Administration 17: 3-5.
  10. Joo NM, Kennon LR, Sim YJ (2001) The perception and preference of Americans residing in Korea for Korean traditional food. Journal of the Korean Home Economics Association 39: 15-23.
  11. Kim KH (2011) Study on Japanese consumers Korean food consumption behaviors and market segmentation based on food-related lifestyle. Korean J Food Culture 26: 614-620.
  12. Koo HY (2009) Study on visual approaches for the globalization of Korean food: Focusing on food coordination and service quality. Ph D Dissertation Sungshin Woman's University, Seoul. pp 113-125.
  13. Kwon YJ, Shin BK (2010) The impact of understanding Korean food on image, attitude, and globalization regarding Korean food. The Korean Journal of Culinary Research 16:136-154.
  14. Lee JH (2006) A study of consumer preferences on Korean food: among the Japanese in Tokyo. MS Thesis Sook Myung University, Seoul. pp 35-56.
  15. Lee KY, Cho MS, Lee JM (2007) Content analysis of the New York times on Korean food from 1980 to 2005. Korean J Food Culture 22: 292-297.
  16. Lee MA (2008) Global strategy of Korean foods. Food Science and Industry 41: 1-10.
  17. Lee YJ (2008) Influences of globalization factors of Korean food on country image, attitudes and product buying intention Ph D Dissertation Kyung Hee University, Seoul. pp 15-32.
  18. Min KH (2007) A study on the menu quality evaluation of Korean restaurants in Jeonju area for revitalization of Han brand. The Korean Journal of Culinary Research 13: 187-198.
  19. Na JK (2007) A study on globalization of Korean restaurants. Journal of Foodservice Management 10: 155-179.
  20. Nho KS (2009) Study of preference and satisfaction degrees on the Korean food for its globalization. Ph D Dissertation Sungshin Woman's University, Seoul. pp 1-3.
  21. Park YS, Chung YS (2005) Korean traditional food perception and cultural aspect of Korean mongolian housewives. Korean J Food Culture 20: 35-43.
  22. Seo KH (2003) A research on Korean food preference and satisfaction level on Korea restaurant of Japanese and Chinese students in Korea. MS Thesis Kyung Hee University, Seoul. pp 48-96.
  23. Seo YJ, Lee WK (2011) The development of food-tourism to using traditional & local food. Korean Journal of Rural Tourism Association 18: 117-133.
  24. Won HY (2007) A study on policy direction for globalization of Korean food in FTA environment. Report of Ministry for Food, Agriculture, Forestry and Fisheries. pp 133-152.
  25. Yoon HR (2005) A study on recognition and preference of Korean foods for foreigners in different nationality. Korean J Food Culture 20: 369-371.
  26. http://www.thaikitchen.org/www/default. Accessed April15, 2010.