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http://dx.doi.org/10.20878/cshr.2017.23.2.009

A Positioning Study of National Food: In Perspective of Korean, American, Chinese Food Tourists  

Choi, Ha-Yeon (School of Hospitality & Tourism Management, Kyungsung University)
Kwak, Gong-Ho (Dept. of Hotel Cuisine, Korea Tourism College)
Kim, Hak-Seon (School of Hospitality & Tourism Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.23, no.2, 2017 , pp. 86-94 More about this Journal
Abstract
This study was conducted to derive a positioning map using multidimensional scaling method to understand how the brand image of national foods including Korean food, Chinese food, Japanese food, Thai food, and Vietnamese food is perceived by domestic and foreign tourists. In order to achieve the research purpose, this study collected 250 data through online and offline surveys for potential food tourists who are interested in visiting overseas. Except the unfaithful responses or missing values, 202 data were analyzed. As a result, first, 8 factors which are considered to be important by food tourists were extracted. Second, the result of similarity analysis using ALSCAL and PROXSCAL did not show that the foods of the five countries were very similar, but all countries seemed to be more likely to compete with each other. Third, attribute selection also indicates that mean value of food taste (3.88), national image (3.82), and sufficient food quantity (3.65) had high level of importance, respectively. These results may provide practical implications for development of branding strategy in food tourism.
Keywords
national food; brand positioning; food tourism; food tourist; MDS(multidimensional scaling);
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Times Cited By KSCI : 4  (Citation Analysis)
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