The effects of acculturation and uncertainty avoidance on foreign resident choice for Korean foods

Seo, Sunhee; Phillips, Woo Mi Jo; Jang, Jung-Hee; Kim, Kawon

doi:10.1016/j.ijhm.2011.10.011

Cited by 24 publications

(21 citation statements)

References 35 publications

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“…Different cultures have well-documented effects on many aspects of human behavior (Hofstede, 2001). How foreign residents view cultural values other than their own could affect their dining out behavior (Litvin et al, 2004;Seo et al, 2012), but very few studies have examined dining out behavior in light of cultural differences. Hofstede's (1984) four dimensions of cultural values (power distance, individualism, uncertainty avoidance (UA) and masculinity) have frequently been used in cross-cultural studies as a valuable tool for explaining an individual's fundamental cultural orientation.…”

Section: Introductionmentioning

confidence: 99%

Uncertainty avoidance as a moderator for influences on foreign resident dining out behaviors

Seo¹,

Kim

Jang³

2018

IJCHM

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Purpose The purpose of this paper is to examine the moderating effect of uncertainty avoidance (UA) on the relationships among subjective knowledge, attitude toward Korean foods and dining out behavioral intentions (BI) of foreign residents in Korea. Design/methodology/approach A total of 247 foreign residents in Korea were participated through a street intercept survey at several locations in metropolitan areas of South Korea. Subsequently, the samples were divided into two groups (a low UA group and a high UA group) for multiple group analysis to examine the moderating role of UA. Findings The results of structural equation modeling showed that subjective knowledge and attitude toward Korean foods significantly influenced intention to visit Korean restaurants. Furthermore, multiple group analysis results showed that UA had a significant moderating effect as a cultural dimension on the relationships between subjective knowledge and BI, as well as between attitude and BI. Research limitations/implications This research has made the first attempt to account for UA in examining the relationships among subjective knowledge, attitude and BIs, especially for ambiguous situations where foreign residents who are new to the mainstream Korean food culture face challenges in visiting Korean restaurants. Practical implications The findings indicate that enhancing subjective knowledge about Korean foods should increase the probability of foreign residents visiting Korean restaurants, so restaurant marketers should consider subjective knowledge as they work to encourage foreign residents to try Korean foods. Furthermore, planning strategies for marketing to foreign residents should consider level of UA among foreigners. Originality/value This study first illustrates the value of considering the cultural trait of UA in examining dining out behavior at ethnic restaurants. The UA trait sheds light on how subjective knowledge helps predict attitude and dining out BI at ethnic restaurants.

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Section: Introductionmentioning

confidence: 99%

Uncertainty avoidance as a moderator for influences on foreign resident dining out behaviors

Seo¹,

Kim

Jang³

2018

IJCHM

Self Cite

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“…Tex-Mex, Korean Chinese cuisine) and help build a nation branding (Amuquandoh and Asafo-Adjei, 2013). This may encourage tourists from China or Japan to try Korean foods and increase their satisfaction with dining experience (Seo et al , 2012).…”

Section: Discussionmentioning

confidence: 99%

“…High-quality service can also be achieved by developing appropriate service programs and providing ongoing training on service attributes. One suggestion could be offering service employees language training to explain menu items, particularly in Chinese and Japanese so these target tourists are attracted to Korean restaurants (Seo et al , 2012). It is believed that, if local restaurant owners want to gain a competitive advantage, they must continually focus on dining satisfaction by overseas tourists by highlighting food and service quality, as determined in this study.…”

Section: Discussionmentioning

confidence: 99%

Are all Asian tourists the same? Chinese versus Japanese dining satisfaction

Choi

Jeon

2020

BFJ

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PurposeWith a focus on tourists' dining experiences, this study aimed to identify food neophobic tendencies and dining attributes that affect dining satisfaction and to compare these factors between two nationality groups – Chinese and Japanese.Design/methodology/approachFrom a paper-based survey, 380 usable responses were collected from inbound Chinese and Japanese tourists at an international airport in Korea. Bivariate and multivariate statistical analyses were employed.FindingsChinese tourists' level of dining satisfaction was related to their food neophobic tendencies as well as to the food, environment and service quality. Japanese tourists perceived quality of food and service only as important, and environment quality and food neophobic tendencies were not related to their dining satisfaction.Research limitations/implicationsThe findings of this cross-cultural study can be used to improve understanding of international tourists' perceptions and food-related personality traits and have implications for increasing favorable attitudes toward local food at tourist destinations. Destination marketing organizations and local restaurateurs can use the results to develop marketing strategies tailored to each tourist segment.Originality/valueSuccessful marketing strategies for promoting a tourist destination must consider how tourists view the local food as an aspect of the destination attraction. Many studies have considered all Asians as a single homogeneous entity, specifically in comparison with Westerners. This study attempted to debunk the myth of homogeneity by comparing two Asian countries, which may differ in regard to their dining satisfaction.

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“…As part of this trend, many countries have promoted the export of ethnic foods; it enhances the sustainability of local agriculture, promotes tourism, and improves the national image [ 2 ]. As multiculturalism has emerged as a societal trend worldwide [ 3 ], consumers have expressed a great interest in sampling foreign or ethnic foods. As such, there are fewer barriers to introducing foods with unusual tastes and flavors.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Plating, Ingredients, and Cooking Processes on the Acceptance and Authenticity of Ethnic Rice Dishes

Lee

Seo

et al. 2020

Foods

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Familiarity and ethnic authenticity have a significant influence on the liking of ethnic food. Thus, it is crucial to identify the degree to which a dish can be modified in order to increase hedonic responses and familiarity without the loss of ethnic authenticity. This study determined the degree to which perceptions of the Korean rice dish, bibimbap, would vary upon modification of its ingredients, cooking process, or plating using the Southeast Asian market as a model system. The dish was prepared in Korean style or as Nasi Goreng, the Southeast Asian style. Eight formulations (2 ingredients × 2 cooking methods × 2 plating styles) were tested by panels, including 77 Southeast Asians and 72 Koreans. Hedonic responses, familiarity, ethnic authenticity, and purchase intent were evaluated using a nested analysis of variance. Ingredients and cooking methods had a significant influence on liking and perceived ethnic authenticity. In addition, plating had a substantial effect on the perception of ethnic authenticity and expected liking. Overall, the rate of positive responses increased when region-specific cooking processes and plating were matched. Taken together, our results suggest that modification of familiar dishes needs to be carefully considered as it can have complex effects on liking and perceived ethnic authenticity.

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The effects of acculturation and uncertainty avoidance on foreign resident choice for Korean foods

Cited by 24 publications

References 35 publications

Uncertainty avoidance as a moderator for influences on foreign resident dining out behaviors

Uncertainty avoidance as a moderator for influences on foreign resident dining out behaviors

Are all Asian tourists the same? Chinese versus Japanese dining satisfaction

The Effect of Plating, Ingredients, and Cooking Processes on the Acceptance and Authenticity of Ethnic Rice Dishes

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