• Journal of the Korean Society of Food Culture
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• v.33 no.3
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• pp.207-216
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• 2018

This study examined the potential of export items in Malaysia by investigating the awareness and preference for Korean food products. A high potential product list developed from the literature, included reports about the food export status in Korea and Malaysian food trends. An online survey was carried out with 600 consumers in Malaysia. With 435 valid responses, the average awareness of the Korean food products was 3.13, and the preference was 3.48 on a 5-point scale. The awareness and preference of Korean food products were higher in the 20s-30s group than in the older groups. In particular, the Muslim group had a higher awareness for 'ramyon' than the other groups, and the Buddhist group had a higher preference for 'ginseng beverage' than the other groups. The most well-known and preferred products were ramyon, hot noodles, kimchi, biscuits, fruits & vegetable beverage, and sauce (with Korean traditional sauce)'. Based on these results, the marketing implications of the study findings are discussed.

• Journal of the Korean Society of Food Culture
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• v.34 no.5
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• pp.543-552
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• 2019

Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This study was conducted to understand Indonesian food consumers, and to provide the marketing implications for food exporting companies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed their preference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers' intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strong preference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture was high in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culture preferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of the relationships among the variables showed that there is a positive relationship between Korean food preferences and Korean food purchase intentions. Further, the consumers' Korean culture preference had a mediating effect within this relationship. The results of this study imply that marketers in Korea food companies need to consider the consumers' preference for Korean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.483-490
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• 2015

The purpose of this study was to systematically organize the information for the regional resources from the agricultural management entities of convergence industry in Chungcheongnam-do. The target was the Sixth Agricultural Industry Association in Chungcheongnam-do; total 70 kinds of resources were investigated. The content was organized by name of regional source, introduction, photo, company and product information, feature of product, introduction of experience program, and etc., containing the value and meaning of products in stories of the regional sources and images. The material was organized in order of grains, fruits and vegetables, marine products, livestock, Korean sauces Kimchi, fermented broth concentrates, beverages tea, and other. It was saved as pdf file to distribute to the members; it may be utilized for online promotion, product promotion in exhibition festival sales promotion, posts for bulletin board hall, and etc. but also for promotional material in overseas marketing after translating to each language.

• Preventive Nutrition and Food Science
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• v.17 no.4
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• pp.254-260
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• 2012

This study surveyed dietary intake and adherence to the Korean national dietary guidelines in Korean adolescents. To elucidate basic data for use in nutrition education, which aims to improve adolescent compliance with the national dietary guidelines and to increase the intake of dietary fiber, we evaluated the sources of fiber in adolescent diets. This study included 182 male and 212 female students from 2 middle schools in the Jeonju province. From November 15~20, 2011, we surveyed the students for general characteristics, adherence to the Korean national dietary guidelines, and dietary intake. Dietary fiber intake was $16.57{\pm}6.95$ g/day for male students and $16.14{\pm}7.11$ g/day for female students. The food groups that contributed most to dietary fiber intake were (in descending order) cereals, vegetables, seasoning, and fruits. The fiber-containing food items consumed most were cabbagekimchi, cooked rice, instant noodles, and cabbage. Based on adherence to the Korean national dietary guidelines, the vegetable-based intake of dietary fiber in groups 1 (score 15~45), 2 (score 46~52), and 3 (score 53~75) were $4.41{\pm}2.595$ g/day, $4.12{\pm}2.692$ g/day, and $5.49{\pm}3.157$ g/day, respectively (p 0.001). In addition, the total intake of dietary fiber varied significantly among the three groups (p 0.001) as follows: Group 1, $14.99{\pm}6.374$ g/day; Group 2, $15.32{\pm}6.772$ g/day; and Group 3, $18.79{\pm}7.361$ g/day. In this study, we discovered that adherence to the Korean national dietary guidelines correlates with improved intake of dietary fiber. Therefore, marketing and educational development is needed to promote adherence to the Korean national dietary guidelines. In addition, nutritional education is needed to improve dietary fiber consumption through the intake of vegetables and fruits other than kimchi.

• Korean Journal of Community Nutrition
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• v.17 no.6
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• pp.782-794
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• 2012

The purpose of this study was to investigate the Korea-resident foreigners's adaptability and preference to Korean foods. The survey was carried out among 144 foreigners living in Seoul, Korea (male 57, female 87; from the East 109, from the West 35). Based on the first impression of Korean food, 'spicy', 'strong taste of seasoning', 'salty' were most common. About 90 percent of the foreigners adapted to Korean food in six months. It took more time to adapt to Korean food for Western people, compared to people from the East. Factors that influenced their adaption to Korean food were shown to be 'efforts by myself' and 'from friends'. Foreigners posited positive attitude toward Korean food according to their answers like 'nutritionally great food' and 'food with interesting ways of eating'. Westerners appeared to be more satisfied with Korean food. 'Too strong seasoning taste' and 'too sweet' were pointed out for further improvements. Beef Bulgogi, (Korean) fruit, Beef Ribs, Pork Ribs, and Grilled Pork Belly in order were foreigners' favorite foods, but Soju, Korean Sausage, Sliced Rice Cake Soup, Radish Kimchi and Vegetable Side Dishes were not. Taken together, the adaptability and preference to Korean foods to foreigners were different according to the gender and cultural background. Target marketing strategy of Korean Foods should be considered for foreign customers.

• Journal of the Korean Society of Food Culture
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• v.26 no.3
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• pp.199-210
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• 2011

In this study, we compared the differences and similarities between the Korean food culture and the Vietnamese food culture by surveying food resources and researching the process of Korean food being accepted into Vietnam. We suggest countermeasures for advancing Korean food into Vietnam. We conducted in-depth interviews regarding Korean food with Vietnamese food specialists who ate Korean food. As a result, Vietnamese foodies eagerly recognized that the most representative thing about Korean food was the special properties of its various and affluent side dishes. They were also aware of kimchi, made of various vegetables and condiments, as an excellent side dish compared to the Vietnamese who's staple is boiled rice. Furthermore, the flavor of Korean food was preferred by the Vietnamese who were familiar with foods such as Neue-ok-mom or fermented seafood. It was thought that the new food could be eaten with many vegetables. The specialists replied that the most typical functional property of Korean food was health. The acceptance process of Korean food into Vietnam was based on the acculturation theory. That made the Vietnamese easily experienced strange culture in the case of propagation by whom have already experienced, through the selective filter steps by various images of Korea, and made them accept the Korean food through temporary choose and acceptance step such as recommendations by friends. Globalization strategies for Korean food proposed by the Vietnamese foodies were public relations marketing in voluntary contact environments, distinguishing traditional Korean foods through research and development, and globalization by diversifying the Korean restaurant concept.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.4
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• pp.488-502
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• 2014

Research on the actual state of healthy Korean food menu items made from environmentally-friendly organic foods showed that 65.6% of subjects had experience of purchasing environmentally-friendly organic foods, and both genders chose 'expensive but reliable' as their prime reason for purchasing. Having no experience of purchasing environmentally-friendly foods constituted 34.5% of respondents, and the reasons were 'high price' and 'finding no difference from ordinary food'. Research on awareness of healthy Korean food menu items made from environmentally-friendly organic ingredients showed that both men and women thought the given menu items were 'fresh' but had little awareness of other factors such as 'good value for price', 'good visual style' and 'various recipes'. Regarding development prospective of environmentally-friendly organic foods, the number of subjects who answered positively was 405 (93%), which indicates that most research subjects showed positive attitudes. Top-selling menu items in the grain section were Sundubu-jjigae, Dubu-kimchi and Jeonju-bibimbap, and pajeon took first place in the vegetable selection. Moreover, Imjasu-tang showed high scores in the meat section. Furthermore, research on menu selection showed that menu selection was usually dependent on 'the price of menu (3.86)', 'fresh ingredients (4.03)', 'harmony of color (3.65)' and 'mood of the day (3.25)'. Research on menu selection revealed that 'quality of food' factors had the greatest influence upon preference and purchase intention for environmentally-friendly organic foods. Visual and psychological factors and values had significant an effect. Therefore, the food service industry should use this study as a source to develop menu items, by considering quality and visual factors. In addition, there should be various research performed on marketing strategies about menus from using environmentally-friendly organic foods and high value products.

• Journal of the Korean Society of Food Culture
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• v.25 no.2
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• pp.198-206
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• 2010

In recent years consumers have become used to products geared toward a more convenient lifestyle, thus, the demand for salted-cabbage, for use in preparing Kimchi is increasing. This study aims to investigate purchasing factors, the satisfaction and demands of salted-cabbage, and to ascertain a marketing strategy for expanding the use of salted cabbage in food-service departments of schools. Self-administered questionnaires were collected from 131 buying agents who manage food materials for schools, and statistical data analysis was completed using the SPSS V.14.0 program. 46.9% of the participating respondents were from elementary schools, 27.7% from middle schools, and 25.4% were from high schools.. Most of the subjects (67.9%) recognized the salted cabbage retailed for foodservice, but 62.3% of these had not purchased them, due to both their lack of trust in the sanitation and raw material handling of the food product, and the high price. Respondents considered different factors when deciding whether or not to purchase: the origin (local or imported) of the cabbage, hygiene, and taste, as well as characteristics such as the cabbage weight, package weight, and package materials. The score of post-behavior intentions as well as overall satisfaction was rather high. Also, they perceived the need of strategic promotion for enlarging the market portion of salted-cabbage. These results will done the guidelines for diversifying the salted-cabbage market and for creating an added value of agricultural products in rural areas.

• Journal of Global Scholars of Marketing Science
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• v.17 no.2
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• pp.55-73
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• 2007

Festivals are an indispensable feature of cultural tourism(Formica & Uysal, 1998). Cultural tourism festivals are increasingly being used as instruments promoting tourism and boosting the regional economy. So much research related to festivals is undertaken from a variety of perspectives. Plans to revisit a particular festival have been viewed as an important research topic both in academia and the tourism industry. Therefore festivals have frequently been leveled as cultural events. Cultural tourism festivals have become a crucial component in constituting the attractiveness of tourism destinations(Prentice, 2001). As a result, a considerable number of tourist studies have been carried out in diverse cultural tourism festivals(Backman et al., 1995; Crompton & Mckay, 1997; Park, 1998; Clawson & Knetch, 1996). Much of previous literature empirically shows the close linkage between tourist satisfaction and behavioral intention in festivals. The main objective of this study is to investigate the effects of evaluation attributes of cultural tourism festivals on satisfaction and behavioral intention. accomplish the research objective, to find out evaluation items of cultural tourism festivals through the literature study an empirical study. Using a varimax rotation with Kaiser normalization, the research obtained four factors in the 18 evaluation attributes of cultural tourism festivals. Some empirical studies have examined the relationship between behavioral intention and actual behavior. To understand between tourist satisfaction and behavioral intention, this study suggests five hypotheses and hypothesized model. In this study, the analysis is based on primary data collected from visitors who participated in '2006 Gwangju Kimchi Festival'. In total, 700 self-administered questionnaires were distributed and 561 usable questionnaires were obtained. Respondents were presented with the 18 satisfactions item on a scale from 1(strongly disagree) to 7(strongly agree). Dimensionality and stability of the scale were evaluated by a factor analysis with varimax rotation. Four factors emerged with eigenvalues greater than 1, which explained 66.40% of the total variance and Cronbach' alpha raging from 0.876 to 0.774. And four factors named: advertisement and guides, programs, food and souvenirs, and convenient facilities. To test and estimate the hypothesized model, a two-step approach with an initial measurement model and a subsequent structural model for Structural Equation Modeling was used. The AMOS 4.0 analysis package was used to conduct the analysis. In estimating the model, the maximum likelihood procedure was used.In this study Chi-square test is used, which is the most common model goodness-of-fit test. In addition, considering the literature about the Structural Equation Modeling, this study used, besides Chi-square test, more model fit indexes to determine the tangibility of the suggested model: goodness-of-fit index(GFI) and root mean square error of approximation(RMSEA) as absolute fit indexes; normed-fit index(NFI) and non-normed-fit index(NNFI) as incremental fit indexes. The results of T-test and ANOVAs revealed significant differences(0.05 level), therefore H1(Tourist Satisfaction level should be different from Demographic traits) are supported. According to the multiple Regressions analysis and AMOS, H2(Tourist Satisfaction positively influences on revisit intention), H3(Tourist Satisfaction positively influences on word of mouth), H4(Evaluation Attributes of cultural tourism festivals influences on Tourist Satisfaction), and H5(Tourist Satisfaction positively influences on Behavioral Intention) are also supported. As the conclusion of this study are as following: First, there were differences in satisfaction levels in accordance with the demographic information of visitors. Not all visitors had the same degree of satisfaction with their cultural tourism festival experience. Therefore it is necessary to understand the satisfaction of tourists if the experiences that are provided are to meet their expectations. So, in making festival plans, the organizer should consider the demographic variables in explaining and segmenting visitors to cultural tourism festival. Second, satisfaction with attributes of evaluation cultural tourism festivals had a significant direct impact on visitors' intention to revisit such festivals and the word of mouth publicity they shared. The results indicated that visitor satisfaction is a significant antecedent of their intention to revisit such festivals. Festival organizers should strive to forge long-term relationships with the visitors. In addition, it is also necessary to understand how the intention to revisit a festival changes over time and identify the critical satisfaction factors. Third, it is confirmed that behavioral intention was enhanced by satisfaction. The strong link between satisfaction and behavioral intentions of visitors areensured by high quality advertisement and guides, programs, food and souvenirs, and convenient facilities. Thus, examining revisit intention from a time viewpoint may be of a great significance for both practical and theoretical reasons. Additionally, festival organizers should give special attention to visitor satisfaction, as satisfied visitors are more likely to return sooner. The findings of this research have several practical implications for the festivals managers. The promotion of cultural festivals should be based on the understanding of tourist satisfaction for the long- term success of tourism. And this study can help managers carry out this task in a more informed and strategic manner by examining the effects of demographic traits on the level of tourist satisfaction and the behavioral intention. In other words, differentiated marketing strategies should be stressed and executed by relevant parties. The limitations of this study are as follows; the results of this study cannot be generalized to other cultural tourism festivals because we have not explored the many different kinds of festivals. A future study should be a comparative analysis of other festivals of different visitor segments. Also, further efforts should be directed toward developing more comprehensive temporal models that can explain behavioral intentions of tourists.

• Journal of the Korean Society of Food Culture
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• v.21 no.1
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• pp.31-41
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• 2006

The purpose of this study was to examine the use of different sorts of Korean traditional liquor among male and female adults in Seoul and Gyeonggi province, their awareness of them and their preference in an effort to discuss what problems Korean traditional liquors were faced with and how they could gain popularity among people in general. First, It is investigated of drinking frequency by gender, 51.3 percent of the male adults drunk once or twice a week, and 33.2 percent of the female adults drunk once or twice a month. Thus, the men drunk more often than the women. By age, the adults who were in their 20s and 30s were far different from those who were in their 50s above in drinking frequency. Second, regarding what kind of liquor they enjoyed, the men enjoyed Soju the most, followed by beer and traditional liquors. The women enjoyed beer the most, followed by Soju and wine. The favorite liquor of the men was Soju, followed by beer and traditional liquor, and the women most liked for beer, followed by wine and Soju. The female adults preferred low-proof liquor more than the male adults. Third, concerning their awareness of traditional liquor, Andong-soju was most widely viewed as traditional liquor, which were followed by Munbaeju, Gyeongju-gyodongbeopju, Gyeongju-beopju, Gukhwaju, Ssal- makgeolri, and Geumsan-insamju. Overall, they were rarely aware what traditional liquor was. Fourth, as to purchase experience, the men and the older people had more experience to buy traditional drinks than the women and the younger ones. Fifth, as for anju (dishes for traditional drinks), they believed that panfried food and Kimchi should be served with coarse liquor. Panfried and streamed dishes were considered to be good complements to Takju (rice wine) and Cheongju (clear strained rice wine), and pot stew and soup were looked upon as good complements to distilled liquor. The above-mentioned findings illustrated that in order to step up the development of the traditional liquor industry, perpetual research efforts should be put into adding new tastes to unique traditional liquor drinks. And it's required to commercialize those drinks, and multiple P.R. and marketing strategies should be prepared to promote their sales.