• Culinary science and hospitality research
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• v.14 no.1
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• pp.1-10
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• 2008

The purpose of this study was to measure the estimated coefficient and marginal willingness to pay of attribute level: origin logo, origin description, traditional food, fusion food, service guarantee, and price, which influence tourist preference for restaurants. Also, the study identified the attribute which confers the highest importance to tourists. Conjoint experiment and the ordinal probit model were used for this study. A total of 210 surveys were conducted by tourists. The findings from this study were as follows. First, the effects of all attributes on tourist preference for restaurants were statistically significant. Second, tourists regarded an origin logo as the very important attribute, and were more willing to pay for the case where the menu contained origin logo. These findings suggested new marketing opportunities for restaurant managers. Although this study provides some evidence on the value of the local product brand to tourists, a similar measure has not been developed for local residents. This is an area in need of future research.

• Journal of the Korean Society of Food Culture
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• v.24 no.6
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• pp.692-701
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• 2009

Green tourism has recently focused on an alternative plan for activating a rural economy and coping with an income inequality between urban and rural areas. The Rural Development Administration has supported farm restaurants with the aim of increasing the income of farmers, determined unique native local foods and developed programs based on the experience rural life since 2007. Farm restaurants, which are the new type of local food restaurants, have unique food and various experiencing programs that reflect their own regional characteristics. We would like to understand how the farm restaurants have been developed and what types of characteristics they have based on the currently operating farm restaurants. The management situations and value of farm restaurants as tourist attractions were investigated as well in the tools for rural development.

• Journal of the Korean Society of Food Culture
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• v.35 no.2
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• pp.181-192
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• 2020

This study aimed to identify whether or not four service situations varying according to positive and negative combinations of physical evidence and functional service influence store image and purchase behavioral intentions of customers at bulgogi restaurants. The video-scenario technique was used for the study. Data were analyzed with the SPSS (Window 19.0) package using frequency analysis, one-way ANOVA, 2 by 2 factorial ANOVA, exploratory factor analysis, and multiple regression analysis to confirm the hypotheses. The combined effect of functional service and physical evidence influenced store image and purchase intention. In terms of seperate effect of physical evidence and functional service, the effect of employee service on store image was more powerful than that of physical evidence, even though the effect differed depending on the situation. Purchase intention was only influenced by functional service quality from employees under the four different scenarios. Thus, when opening a Korean restaurant, proper management of tangible evidence suitable to service, and the prices expected from local customers should be determined. Additionally, extremely high or low levels of physical evidence management should be avoided.

• The Korean Journal of Franchise Management
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• v.2 no.1
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• pp.134-151
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• 2011

The strategy for brand alliance is a new type of franchise to iron out the problems like the hotel restaurant's structural contradiction and decreasing profits caused by keen competition with external restaurants. This study is purposed to present the decisive factors for the brand alliance throughexamining the correlations between the brand restaurant designation standards and the expected effects from local low- and mid-priced hotel's brand alliance. The questionnaires were distributed to instructors and professors who have experience in teaching the food and beverage sections at college's hotel and tourism departments and 100 specialists at managerial level of a hotel's food and beverage parts.This survey was conducted for 20 days from December 2 to 22, 2004 and analyzed by independent t-test and canonical correlation analysis. The findings of this survey are as follows.Firstly, the service of the expected effect factors of the brand alliance was recognized relatively high by the specialists in hotel industry, while the sales effect factor of restaurant designation standards was recognized higher by the academic experts.The specialists of the hotel industry recognized the factors of menu and corporate culture higher than the academic experts. Secondly, the entire factors of the brand restaurant designation standards showed a correlation with the whole factors of the restaurant designation standards.In particular, the 'menu' factor presented the most influential to the expected effects of brand alliance.The factors of 'risk reduction' and 'synergy effect' exerted the strongest effect on the restaurant designation standards, which indicated the mutual correlation between the expected effect of brand alliance and the restaurant designation standards. Based on this study, the correlation between the expected effect of brand alliance and brand restaurant designation standards may play a primary role to choose a partner for the brand alliance, a decisive factor for the success.The execution of the brand alliance or the method to designate the alliance partner may vary from the hotel's desirable effects when the brand alliance is determined.In other words, the partner designation standards should be corresponding to the expected effects from the brand alliance between hotel and brand restaurant, and the academic and industrial experts' perceived differences in the expected effects of brand alliance and restaurant designation standards should be clarified to display the direction of decision-making and find the potential risks.

• Journal of the Korean Society of Food Culture
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• v.25 no.2
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• pp.126-133
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• 2010

The purpose of this research was to reveal how Korean food is currently perceived by the "foodies" of New York City and to determine what social status Korean food has in the city that is deemed the "Restaurant Capital of the World." In-depth personal interviews were performed to provide a deeper insight into the comments and subject matters. Most foodies selected kimchi and Korean barbecue as the most distinctive foods in Korean dining. Korean food's distinguishing traits were extracted in four areas: specific ingredients and tools, preparation procedures, and rules. Sensory characteristics, local adaptation, service, side dishes, and the main strengths and short-comings of Korean foods were investigated. Perception toward the taste of Korean food was generally positive, but poor quality of service and lack of organization in establishments were found to be negative factors.

• Culinary science and hospitality research
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• v.16 no.1
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• pp.78-91
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• 2010

This study aims to find a way of developing the local food industry by examining CEOs who run local food restaurants. As a result of researching the local food of Daejeon and the Chungnam province, there were 106 kinds of local food. However, all the CEOs of local food restaurants were having difficulty in operating. In order to survey the local food restaurants for development devices, 450 copies of the questionnaire were distributed to man- or woman-CEOs who operate a local food restaurant in Daejeon city and the Chungnam province. Among 450 copies of the distributed questionnaire, 390 copies were collected for this study. It used a total of 370 copies as the effective samples for an empirical analysis except 20 copies with false entries among them. The result of the empirical analysis showed as follows: 1) For the recognition of the local food, there was not difference between males and females. 2) For the factor of success on the local food restaurants, both males and females answered food taste was most important. 3) For the reason why chain business of the local food restaurants was difficult, both males and females answered there were too many side dishes coming with a main dish. 4) For the way of reinforcing competitive power of the local food restaurants, most of the male respondents and all females thought there should be financial support.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.746-754
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• 2010

Rural tourism is primarily a domestic tourism activity with visitors traveling to non-urban areas. The development of local and regionally denominate food is a way to distinguish agricultural production and to promote rural tourism. Therefore, this study addressed how utilizing regional agricultural products results in increasing the intention of tourists to revisit an area. The purposes of this study were 1) to identify the image and motives for visiting Yesan, 2) to determine the importance of purchasing intention and the regional menu produced from local agricultural/special products, and 3) to identify the impact of purchasing local agricultural/special products and regional menus on the intention to revisit. A total of 202 usable questionnaires were collected at Ducksan Hotsprings and Suduck Temple in Yean area, which are known tourist attractions. The major findings obtained were as follows: First, Yesan was considered a relaxing place ($3.46{\pm}1.09$), which was the highest ranked image score for a tourist attraction. Second, the highest ranked motive for visiting Yesan was to rest ($3.77{\pm}1.18$). According to these findings, Yesan is a relaxing place, as it is a rural area with no known defined attractions. Third, most tourists (78.7%) recognized the apple as a local agricultural/special product. The intentions to purchase local agricultural/special products and the need for regional dishes in the local restaurant was higher than average. Tourists showed interests ($3.88{\pm}1.16$) in eating regional dishes made with local agricultural/special products at the restaurants. Fourth, a significant impact of purchasing local agricultural/special products and the regional menu was observed on the intention to revisit (p<0.000). The results indicate that it is very important to develop proper regional menus that concur with images of the location and the regional farming products.

• The Journal of the Korea Contents Association
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• v.10 no.8
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• pp.417-425
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• 2010

This paper is 1) to find out food tourism possibility with representative local food in Dan Yang, 2) to suggest some guidelines to draw food tourists with how activities related with food affect on visit intention. The questionnaires are distributed 250 in Kyoung gi provice including Seoul. then used for data analysis 248. The results are as followed; First, 43.5% of the all respondents means for having food tourism, but 18.5% means no experiences, just having interest in food tourism. The types of food tourism showed simply visiting famous restaurant or participate on food festival. That means high possibility for food tourism. Second, tourists are tend to chose it according to recommend food by local residents, personal own taste, local cuisine & ingredients, visiting for traditional market in community, and participate on food festival in tour destination. Third, respondents are trying to chose local cuisine such as mushroom broth, mackjeok gui(Korean style barbeque), mixed rice with various herb, and rice with garlic & geondrei herb. Fourth, three variables which are food culture oriented, knowledge & information of food, health oriented in food tourism had high significant in visit intention.

• Journal of the Korean Society of Food Culture
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• v.11 no.1
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• pp.7-12
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• 1996

The 18th Winter Universiade will be held in Muju in 1997. It is a good opportunity to inform the local foods of Muju to the inside and outside of Korea. First of all, we carefully investigated the quantity of all kinds of food material, their circulation ability, and cookery per year in Muju. We found about sixty kinds of food as many as restaurant. We presented how to improve such kinds of food as O-Chunk (fish porridge), Minmulmaeuntang, Kochunaengi chungsik, etc. and how to use the special products of Muju such as yam, kochunaengi, wasabi and wild herb. The many kinds of cookery were specialized to cooks through manual and actual skills. And then we held a food contest that twenty-two cooks took part in the contest and there were exhibitted forty-two kinds of foods. Finally, through discussion and food contest, Muju Sanchae Bibimbap (meal which mixed rice with wild plants), Muju Sanchae chungsik (meal which has various wild plants with rice), Muju Kochunaengi Chungsik (meal which has various wild plants and wasabi with rice), Ma Naengmyun (cold yam noodle) and Muju Minmulmaeuntang (hot fish porridge) were recommended.

• Journal of the Korean Home Economics Association
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• v.43 no.11 s.213
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• pp.49-58
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• 2005

This study investigated the recognition and preference of native local foods in area by students living in Jeonju. Statistical data analysis was completed using the SPSS 10.0 program. The recognition of native local foods was generally poor: Among 56 kinds of native foods only Jeonjubibimbab, Jeonjukongnamulkukbob and Sunsoonsabockbunjasul were highly recognized, whereas the other native foods (such as Pungchyunjangaguvi. Namwonchuatang, Jeonjukongnamulkukbob, Sunsoonsabockbunjasul, Pungchyunjangaguyi, Namwonchuatang, Minmulgokiajuk etc.) were very poorly recognized by students. About $48.6\%$ of the students acquired the knowledge on cooking the native local foods from their mother or grandmother. About half of the students had eaten the native local foods in a restaurant, but not at home. The reasons to eat the native local foods were 'curiosity', 'favorite' and 'consider about health and nutrition'. The most common frequency of consumption of the native foods by the students was once a month($24.0\%$). However $74.9\%$ of the students did not eat local foods because they did not have a opportunity to eat them. About $49.1\%$ of the students responded that the 'unknown cooking method' was an important problem for the further development for native local foods. Most of the students($97.3\%$) responded, somewhat hypocritically, that native local foods were a very important part of our culture, so they must be maintained. In conclusion, the further development of native local foods was dependent on the cooperation with different institutions (e.g. marketing of local mass media, local events, family education).