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

해외 한식당 마케팅 커뮤니케이션 매체 및 한식당 이용에 대한 태도 분석 - 한식당 이용 경험 및 국가별 차이를 중심으로 -

  • 안지애 (연세대학교 식품과학연구소) ;
  • 양일선 (연세대학교 식품영양학과) ;
  • 신서영 (서일대학교 식품영양과) ;
  • 이해영 (상지대학교 식품영양학과) ;
  • 정유선 (연세대학교 식품영양학과)
  • Received : 2012.01.13
  • Accepted : 2012.12.21
  • Published : 2012.12.30


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.


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