초록 열기/닫기 버튼
Objectives of this study include three folds. First, it is to investigate literature review regarding the effects of Korean cuisine on Asian society. Second, it is to assess the influence of Korean cuisine on perception of national image. Third, it is to identify the influence of Korean cuisine on perception of intention to visit. Surveys were conducted in Korean restaurants located in Hong Kong, Bangkok in Thailand, Taipei and Kaoshsiung in Taiwan. Thanks to favorable cooperation of Korean restaurants’ owners, surveys were successfully completed. A total of 446, 404, 470 from Hong Kong, Thailand, and Taiwan were used for further data analyses. Structural Equation Modelling approaches were used to identify the relationship of reasons for preferring Korean cuisine, perception of national image, and intention to visit Korea. The results of data analyses for three data sets were different. For example, Thai respondents reported Korean food's harmonious and various feature, and its Korean cultural feature contributed to assessing intention to visit Korea. However, Hong Kong and Taiwan respondents indicated the two features were not important contributors to predicting intention to visit Korea.
Objectives of this study include three folds. First, it is to investigate literature review regarding the effects of Korean cuisine on Asian society. Second, it is to assess the influence of Korean cuisine on perception of national image. Third, it is to identify the influence of Korean cuisine on perception of intention to visit. Surveys were conducted in Korean restaurants located in Hong Kong, Bangkok in Thailand, Taipei and Kaoshsiung in Taiwan. Thanks to favorable cooperation of Korean restaurants’ owners, surveys were successfully completed. A total of 446, 404, 470 from Hong Kong, Thailand, and Taiwan were used for further data analyses. Structural Equation Modelling approaches were used to identify the relationship of reasons for preferring Korean cuisine, perception of national image, and intention to visit Korea. The results of data analyses for three data sets were different. For example, Thai respondents reported Korean food's harmonious and various feature, and its Korean cultural feature contributed to assessing intention to visit Korea. However, Hong Kong and Taiwan respondents indicated the two features were not important contributors to predicting intention to visit Korea.
