• 한국식생활문화학회지
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• 제33권3호
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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.

• 한국식생활문화학회지
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• 제34권5호
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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.

• 디지털융복합연구
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• 제13권10호
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• pp.483-490
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• 2015

연구 목적은 충청남도 융복합산업 농업 경영체의 향토자원 정보를 체계적으로 정리한 홍보용 콘텐츠를 제작함으로써 농촌 융복합산업화 방안을 모색하는 것이다. 연구 대상은 충남농어업6차산업협회 회원사에서 생산 및 판매되고 있는 향토자원이며, 총 70개의 자원에 대한 조사가 이루어졌다. 콘텐츠는 향토자원명과 소개글, 상품 메인 사진, 업체 및 상품 정보, 상품의 특 장점, 제품 특성, 체험 프로그램 안내 등으로 구성되었으며, 향토자원에 대한 스토리를 통해 제품의 가치와 의미를 전달하고, 대표 이미지를 추가하여 홍보 효과를 높이고자 하였다. 작성된 자료는 곡류, 과채류, 수산류, 축산류, 장류 김치류, 발효액 농축액, 주류 차류, 기타의 순으로 정리하였다. 자료는 pdf 파일로 저장하여 회원사에 배포하여 필요 시 출력하여 사용할 수 있도록 하였으며, 온라인 홍보, 박람회 축제장 판촉전 등에서 제품 홍보, 게시판 복도 등에 게시물로 활용, 각국 언어로 번역하여 외국 판촉전의 홍보 자료로 활용 등이 가능하다.

• Preventive Nutrition and Food Science
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• 제17권4호
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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.

• 대한지역사회영양학회지
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• 제17권6호
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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.

• 한국식생활문화학회지
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• 제26권3호
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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.

• 동아시아식생활학회지
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• 제24권4호
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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.

• 한국식생활문화학회지
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• 제25권2호
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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.

• 마케팅과학연구
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• 제17권2호
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• pp.55-73
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• 2007

문화관광축제는 전국의 지역축제 가운데 광역시 도에서 추천한 축제 가운데 관광상품성이 크고, 경쟁력 있는 우수한 축제를 선정하여 지원하는 사업이다. 문화관광축제 종합평가계획(문화관광부, 2006)에 의하면 방문객의 만족도 평가, 전문위원 평가, 그리고 축제 개선실적 등을 감안하여 최우수축제, 우수축제, 유망축제, 예비축제로 선정되고 있다. 특히 예비축제를 제외한 문화관광축제는 공공부문의 사업비 지원을 받기 때문에 1,000여 개가 넘는 지역축제의 방문객 만족도 평가는 상호비교가 가능한 평가척도를 이용하여 종합평가분석이 이루어진고 있다. 이러한 견지에서 본 연구에서는 문화관광축제 공통평가속성이 방문객 만족과 사후행동의도에 미치는 영향관계를 파악하여, 향후 축제기획 시 방문객 만족도 제고와 지속가능한 문화관광축제로 선정되기 위한 시사점을 제시하였다. 본 연구에서는 이론연구를 통하여 문화관광축제 평가속성, 만족, 그리고 행위의도에 관한 변수를 도출하였으며, 2006 광주김치대축제 방문객을 대상으로 실증분석을 수행하였다. 문화관광축제 평가속성에 대한 요인분석을 통하여 홍보안내, 행사내용, 기념품 음식, 편의시설 요인을 도출하였으며, 축제방문객 만족과 행동의도와의 관계를 분석하였다. 연구모형을 통해 수립한 연구가설은 차이분석, 회귀분석, 공분산 구조분석 등을 통해 검증하였으며, 연구결과 모든 가설은 채택되었다. 향후 본 연구결과를 바탕으로 본 축제와 성격이 유사한 축제방문객 분석을 통한 비교연구를 기대한다.

• 한국식생활문화학회지
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• 제21권1호
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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.