• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.1-15
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• 2022

Purpose: The globalization of the Korean restaurant franchise industry differs from the business performance of enhancing the brand image and customers' intention to revisit depending on the degree of localization marketing. Therefore, it is necessary to consider the extent to which the localization marketing activities of overseas Korean restaurant franchise companies affect the customer's perception. This study aims to investigate the effects of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) of Korean restaurant franchise companies on customer revisit intention. Research design, data, and methodology: For this study, 150 questionnaires using local Korean restaurants in Beijing, China, were analyzed using SPSS Ver.21 and AMOS Ver.22. Result: It was confirmed that the localized menu, localized service experience, and localized physical environment all affect the intention to revisit customers. Based on these verification results, if overseas franchises fully recognize localization marketing, which is an important factor for local business success, and establish localization strategies, they can gain an edge in competition with local Korean restaurants or restaurant franchises founded by locals. There may be a higher probability that However, it was found that localization price and localization promotion had no mediating effect of brand image between revisit intention and revisit intention. It was found that it had no effect on the degree of inquiry and had a negative effect. Conclusions: Due to the impact of the COVID-19 pandemic, there have been many changes in the domestic and overseas food service industry over the past two years. Therefore, in future research, it is necessary to study the localization of overseas Korean restaurant franchise companies that are more multidimensionally subdivided. Various measures of customized localization marketing for optimal regional characteristics should be developed and applied to enhance customer revisiting and brand image of Korean restaurant franchise companies entering overseas. In the future, this study will be meaningful data for the establishment of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) strategies for Korean restaurant franchise companies that consider overseas expansion or have already entered.

• Culinary science and hospitality research
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• v.16 no.1
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• pp.209-225
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• 2010

The main purposes of this study were to assess Asian travelers' perceptions of service quality provided by Korean restaurants and to identify the relationships among perceived quality, satisfaction, and behavioral intentions. The survey was administered during one-month period of January-February 2009, targeting tourists from China, Taiwan, and Japan who were visiting Korea through escorted tour packages offered by several Korean travel agencies. A total of 223 copies of the questionnaire were collected for the data analyses such as descriptive statistics, factor analysis, MANOVA, and multiple regression analysis using SPSS 12.0 program. The main results of this study were as follows: 1) The results of the gap analysis indicated that the service quality in several areas provided by the Korean restaurants did not meet the tourists' expectations; 2) The factor analysis identified four underlying dimensions of travelers' perceptions of overall service quality provided by Korean restaurants ("value and quality of foodservice", "menu choices", "service quality of employees", and "quality of surrounding area"); and 3) Through multiple regression analyses, three determinants ("value and quality of foodservice", "menu choices", and "service quality of employees") were found to have the greatest impact on tourists' satisfaction and behavioral intentions.

• Proceedings of the Korea Information Processing Society Conference
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• 2021.11a
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• pp.1215-1218
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• 2021

한국을 방문하는 외국인들은 매년 증가하고 있고 방한 목적 중 식도락관광이 3위에 오를 만큼 세계에서 한국 음식은 위상이 높아지고 있다. 하지만, 한국에서의 알레르기 성분 표시는 법적 의무가 아니기 때문에 대부분의 한식당에서는 이를 표시하지 않고 있고 알레르기가 있는 외국인 관광객들은 한국 음식 섭취에 있어서 상당한 위험과 불편함을 부담하고 있다. 이에 본 논문에서는 머신러닝을 활용하여 사진 촬영만으로 쉽고 정확하게 알레르기 성분을 제공하고자 사물 이미지 데이터 전처리를 위한 HSV(Hue, Saturation, Value) 데이터 전처리 기법을 제안한다. 제안하는 기법은 이미지의 HSV의 평균 및 분산, 표준편차를 통해 불필요한 데이터를 제거한다. 성능평가에서는 비빔밥, 불고기, 제육볶음 등 사진 약 500장의 데이터 셋을 구성하여 HSV의 평균 및 분산을 통해 이미지를 제거하는 방식으로 구축한 데이터 셋을 TensorFlow를 통해 정확도와 학습시간을 측정한다. 측정결과, 제안하는 기법으로 구축한 데이터 셋은 최소 15%에서 최대 25% 높은 정확도와 최소 37.96%에서 최대 42.85% 높은 정도 낮은 학습시간을 보여주었다. 향후 HSV를 활용한 데이터 전처리 기법은 더 많은 데이터를 통해 더욱 구체적인 성능 분석이 필요하다. 또한, 실질적인 개발 및 구현을 통해 제안하는 데이터 전처리 기법의 더욱 현실적인 검증이 필요하다.