Foreign Customers' Attitudes Towards Overseas Korean Restaurants - Focusing on Korean Restaurant Experiences and Cross-national Differences -

Abstract

The purpose of this study was to propose effective marketing communication strategies for overseas Korean restaurants through a multilateral comparison analysis of American, Chinese, and Japanese consumers' attitudes towards communication media and Korean restaurants. The survey was written in English, Chinese, and Japanese, with guideline for surveyors, and conducted using both online and offline methods. Samples were collected from five major cities -Los Angeles, New York, Tokyo, Beijing and Shanghai, which are the foothold for the globalization of Korean food. When it comes to attitudes towards communication media, word-of-mouth showed a high mean value, indicating it as the most useful and reliable media recognized by consumers who visited Korean restaurants. Furthermore, the necessity of recognizing the importance of visual communication in the physical environment of Korean restaurants and specialized websites, featuring restaurants and gourmet food, was observed. Consumers in all three nations chose word-of-mouth as the most useful and reliable media for learning about Korean restaurants. In addition, American consumers highly depended on signage and restaurant exteriors. Chinese consumers highly recognized the usefulness and reliability of offline media, such as newspapers, magazines, and events, while Japanese consumers considered online media, such as gourmet websites, blogs and social networks, as useful and reliable sources. A significantly positive attitude and high value was observed in all who had visited Korean restaurants. American and Japanese consumers had a significantly higher rate of intention to visit Korean restaurants in the future and to tell others about their satisfaction with Korean restaurants. Meanwhile, the average rate of prior preference for Korean restaurants (when choosing restaurants) was the lowest in all three countries. This study is useful for both the Korean government and food enterprises abroad to plan and develop marketing communication strategies properly for overseas Korean restaurants.

Study on Perception and Preference Regarding Korean Fast Food among Students with Food-related Majors City of Pegnitz in Germany

“…1995년 고추장 소스의 세계화를 시작했던 해찬들은 매년 100~360%의 성장을 거듭하고 있으며, CJ의 불고기 소스와 핫소스, 샘표식품의 미국 한식체인점으로 불고기바베큐, 비 빔밥과 된장국 등을 주 메뉴로 하는 미스터 김치, 두산의 종 가집김치, 농심의 김치와 라면 등이 상승세를 이어가고 있다. 지난 10년간의 한식에 대한 연구를 살펴보면 외국인을 대 상으로 한 한식당과 한식에 대한 의식과 기호도 조사연구 (Yoon 2005;Kweon & Yoon 2006;Hong et al 2007;Lee & Chae 2008;Hong et al 2009;Park & Chung 2009;Seo & Rhu 2009;Choi & Lee 2010;Im et al 2010;Lee 2010;Shin & Kwon 2010;Jeong et al 2011;Yang et al 2011;An et al 2012;Jeong et al 2012;Kim & Cha 2013;Jeong et al 2014: Kang & Ko 2014Shin et al 2014)와 한식 세계화에 대한 연구 (Kim 2005;Khoe et al 2007;Na 2007;Lee 2008;Cho 2009…”