• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.8
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• pp.197-216
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• 1997

In tandem with Korea's globalization efforts, local restaurant business in growing leaps and bounds. By the year 2000, the industry is expected to soar to one of the major industries with hosting many large-scale international events. Rising to the occasion, the Korea Restaurant Industry needs change itscurrent modus operandi focusing on management skill improvement and globalizatin of its network. In Particular, they need to have their competity edge against multinational Restaurant brands both in local and overseas markets. To further develop the local industry, we need to work on the following areas. 1. Top management is required to show firm commitment to development of local brand that can be a real player in the global market. 2. To make any impact in the global market, a specific marketing strategy needs to be developed fit for each market. 3. To save initial investment expenditure, a close cooperation among local industries is prerequisite. 4. To make the industry easier to go global, local government needs to provide them with financial and taxational benefits.

• Culinary science and hospitality research
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• v.15 no.1
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• pp.47-58
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• 2009

Recently, tourists and sightseers are increasingly showing their interests in the native local food cultures as their living standards improve. This is why the local autonomy bodies are vigorously trying to develop their local native foods as tourism commodities, which is a part of their efforts to bring a life to their local economies. This study explores the solutions to promote the native local foods of Jeonju area as a tourism item, eventually contributing to the progress of the local economy. The target population of this study was the owners of native local food restaurants in Jeonju area, and the survey was conducted from February 10th to 25th, 2008. For data analysis, frequency analysis was used. In order to achieve this goal, analysis on local restaurant managers for their business operation should be conducted. The results showed they had daily sales of under 100,000 won and did restaurant promotions through pamphlets, brochures and so forth. The development of food was carried out mostly by the restaurant owners and the restaurant management type was independent. To activate the food tourism in Jeonju area, it is necessary to develop a representative native local food restaurants of Jeonju area as a tourism attraction, excavating new food festivals and food tourism courses suited to different areas and developing various food ingredients and spice packages.

• The Korean Journal of Community Living Science
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• v.22 no.4
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• pp.689-704
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• 2011

Farm themed restaurants is an initiation by the Rural Development Administration (RDA) in order to perpetuate and develop Korean traditional food-culture. This food business model contributes to the increase of local food consumption and non-farm income for rural communities. Thus, the purpose of this study was to investigate the visitor's expectations, perception and satisfaction on the farm restaurant management type in order to assist activation of farm restaurants. Farm restaurants were categorized into two types; restaurant style and experience style. The majority of subjects(67.9%) were experiencing their first time to dine at farm restaurants. Regardless of farm restaurant style, the subjects perceived that farm restaurants use high quality food ingredients. The degree of subjects expectations prior to visiting a farm restaurant was estimated by 7 Likert scales. The results show that most subjects had high expectations for using good-quality food ingredients such as ‘fresh food (restaurant style 6.25, dietary education style 6.02)’ and ‘environment-friendly food (restaurant style 6.07, dietary education style 5.91)’. Overall satisfaction of the farm restaurants was also high. The satisfaction of food scored 4.1 and the satisfaction of experience program scored 3.8.

• Journal of the Korean Society of Food Culture
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• v.37 no.2
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• pp.119-132
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• 2022

The purpose of this study is to examine the changes in the Masan region's restaurant industries from the late 1960s to the early 1980s. Within this period, there were 1,597 numbers of restaurants found in 'Masansanggongmyeonggam'. During the same period, 313 restaurants appeared in the 'Gyeongnamsinmun' restaurant advertisements. The characteristics of the restaurant industry in Masan during this period are as follows. In Korean food, meat menus such as 'Bulgogi' became popular, and local foods such as 'Masan Aguijjim', 'Kkosirak', 'Hoebaekban', and 'Jinjubibimbap' were commercialized. Due to the government's 'Punshik Changny-ö' policy, the flour food became popular and the number of Chinese restaurants rapidly increased. New western foods were also introduced, such as hamburger and pizza. Grilled whole chicken at 'Yeongyangcenter' became popular, and the emergence of 'Food Department Store'. These new changes were introduced so quickly that there was almost no time difference with the metropolitan area, and it is thought that this is because the young people who moved in as the Masan area was industrialized actively accepted the new changes.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.20-32
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• 2011

The purpose of this study is to analyze customers' behavior in using word-of-mouth(WOM) information about Korean local food restaurants. The questionnaire developed for this study was distributed to 500 customers living in Jeonbuk area and a total of 455 copies (91.0%) were used for analysis. The statistical analysis was conducted using SPSS Win(12.0). The results were summarized as follows. The recommendation of people experienced'($M=3.57{\pm}1.24$) and 'word-of-mouth through people around'($M=3.52{\pm}1.20$) were major word-of-mouth information sources of Korean local foods; 'taste of food'($M=4.16{\pm}1.15$) and 'service quality'($M=3.79{\pm}1.11$) were important attributes in word-of-mouth information. In addition, to the question about the reasons for recommending the restaurant to the people around, the most people replied that 'flavor, nutrition and quality of local foods can be kept only in the specific location' ($3.53{\pm}1.08$), followed by 'to keep the memory of the visit to the areas in mind through local foods'($3.51{\pm}1.03$). These results showed that people usually recommend a restaurant based on the quality of the food itself or local characteristics. As a result, it is deemed that word-of-mouth effect is an important factor for the spread of Korean local foods.

• Journal of the Korean Dietetic Association
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• v.13 no.3
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• pp.277-294
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• 2007

The purposes of this study were to a) examine using status, b) measure the service quality attributes, c) analyze IPA and customer satisfaction, d) develop the LSM(Local Store Marketing) by location of K theme restaurant such as residential type(A), complex type(B) and downtown type(C). The questionnaires were handed out to 346 of 450(usage rate 76.9%). The statistical data analysis was completed using SPSS(ver 12.0) for descriptive analysis, $X^2$, t-test, ANOVA, reliability analysis, factor analysis, multiple linear regression. From an analysis on service quality attributes, most importance of service quality attributes was more highly perceived than performance of those, except for 'attractive exterior', 'variety of kid's menu', 'convenient facilities for kid' and perceived importance and performance were also significantly different by location of branch restaurant. The attributes to be improved were 'convenience of restaurant's parking lot', 'food tast', 'speedy service' and 'service competency' as branch A(residential type) restaurant, 'convenience of the restaurant location' as branch B(complex type) restaurant and 'convenience of the restaurant location' and 'speedy service' as branch C(downtown type) through IPA analysis. The Overall customer satisfaction was 3.74 and service quality factors had significant effect on overall customer satisfaction. Location of restaurant, which gives a great effect on its operation and marketing, has a important correlation with success or failure of restaurant business enterprises. Therefore, marketing strategy by restaurant location should be developed.

• Korean Journal of Community Nutrition
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• v.22 no.1
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• pp.53-62
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• 2017

Objectives: This study was conducted to identify factors that influence the consumption of temple food and to find systematic methods improving the popularization of temple food. Methods: A self-administered questionnaire was applied to 304 temple food restaurant visitors, including 232 local and 72 foreign individuals. The questionnaire was designed to investigate recognition, consumption, preference and popularization of temple food among restaurant visitors. Results: The study population consisted of 30.6% men, 69.4% women. 76.3% were Korean while 23.7% were foreigners. The responses on their impression on temple food contained the words, "vegetarian" (4.64), "plain and familiar" (4.19), and "good for dieting" (4.16). The most commont reason to favor temple food was its "mild taste" (63.0%) in the local group while foreigners preferred it because it is "good for health" (35.8%). The preferred kind of side dish of the local group was roasted dish (4.40), stir-fried dish (4.39), blanched vegetables (4.36), and food boiled with sauce (4.23); foreigner's high preference was for stir-fried (4.67), Jangachi (4.63), food boiled with sauce (4.56), and Buggak (4.55).. Most respondents thought that it is necessary to maintain the traditional form of temple food. While 43.5 percent of Koreans responded that "the five pungent vegetables" could be allowed, 62.8 percent of foreign respondents said it is permissible. Conclusions: A systematic approach to improve the temple food that reflects both foreign and local preference while maintaining its originality is necessary for its globalization. Furthermore, restaurants specialized in temple food should be expanded and promoted through effective marketing strategies that would make the cuisine easily accessible and spread throughout the world.

• Journal of the Korean Society of Food Culture
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• v.24 no.6
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• pp.655-665
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• 2009

Coupled with the international expansion of Korean culture in recent years, a number of restaurants from Korea have been trying to tap into the global market place. The purpose of this study was to identify the characteristics of non-Korean patrons in Korean Restaurants in New-york city. The survey was conducted at six popular Korean restaurants, all of which had been recognized in the Zagat Survey in recent years, located in prime business districts in Manhattan. The data collected from the six local Korean restaurants that participated in this study were qualitatively and quantitatively analyzed. After employing individual in-depth interviews with restaurant operators, a qualitative analysis identified demographic characteristics, Socioeconomic characteristics and segmentation of restaurant operation. Self-administrated survey questionnaires were used to acquire quantitative data. Primary data were collected from non-Korean patrons at the six participating Korean restaurants in New York City in 2008 (N=245). The patrons who answered the survey indicated that they were highly satisfied with the 'Food'; however, they were not satisfied with the 'Beverage' and 'Value'. In addition, older patrons (55<) were not as content with the 'Food' as the younger patrons. The most influential satisfaction variable that affected a patron's intention to revisit the Korean restaurant was 'Food' and 'Overall experience'. This study findings will help Korean restaurant operators and marketers better understand their patrons and formulate strategies to cater and target segments more effectively.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.7
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• pp.181-205
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• 1997

It is expected that Korean restaurant business will become one of the most important contributors to the notion's economy by the year 2000. As the many visible and invisible trade barriers are tumbled down and market opening to foreign competition expedites, a strategy to solidify the competitiveness of the restaurant industry is urgently needed. Some of the strateges that need to sharpen the competity edge are as follows: 1. Development of restaurant business management knowhow and enhancement of information gathering capability. 2. Development of its own unique brand of food and service tailored to many different tastes of clientele. 3. Promotion of the industry's globalization efforts with the development of local restaurant brand & Korean traditional foods and with the expansion of foreign investment. 4. Reinforcement of staff training and provision of a compensation package to attract qualified personnel. 5. deregulation of many anachronistic laws and restrictions with government's full support for the industry to realize what it's supposed to be in the 21st century.