중국 현지인의 한식에 대한 인식과 한식 레스토랑 만족도 및 재방문의도 -방문 경험과 방문 빈도 차이를 중심으로- = Chinese Customers` Perception of Korean Foods and Satisfaction and Revisit Intentions to Korean Cuisine Restaurants -A Focus on Visiting Experience and Frequency of Visits-

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate Chinese customers` perceptions of Korean foods and their satisfaction toward Korean cuisine restaurants. The subjects of this study were 202 Chinese individuals who visited Korean cuisine restaurants in Shanghai, China. The subjects viewed Korean foods as favorite foods and perceived them as fresh and seasonal, and mostly composed of cereals and vegetables however they did not view Korean cuisine as good for health. As compared to customers visiting a Korean restaurant for the first time, those who had visited Korean restaurants previously agreed more strongly with the following items: `Korean food has a beautiful color`, `Korean food is familiar`, `Korean food smells good`, `Korean food is healthy`, `Korean food is nutritious`, and `Korean food is salty and spicy`. In addition, as compared to occasional visitors, frequent visitors of Korean cuisine restaurants more strongly agreed with the followings: `Korean food has a beautiful color`, `Korean food is expensive`, `Korean food is healthy`, `Korean food is nutritious`, `Korean food is salty and spicy`, and `Korean food includes many fermented foods`. The subjects considered `appearance of menu`, `variety of menu`, `nutrition of menu`, and `Chinese characters for menu and ingredients` as the most important attributes when choosing Korean cuisine restaurants. The frequent customers of Korean cuisine restaurants considered `kind service`, `employee knowledge of Korean foods`, `operation hours of restaurant`, and `cleanliness of restaurant` as the most important restaurant attributes. In addition, the frequent customers of Korean cuisine restaurants were more satisfied than the occasional customers with the followings: `nutritional quality of menu`, `quick service`, `cleanliness of restaurant`, `appearance and signboard of restaurant`, and `image of restaurant`. The implications of the data are discussed.

참고문헌 (Reference)

1 전인순, "한식당 서비스품질과 서비스가치에 대한 외래 관광객 반응 연구" 한국호텔외식경영학회 16 (16): 185-200, 2007

2 문화관광부, "한브랜드"

3 식품외식경제, "중국 외식시장 오는 2010에는 2조 위안 돌파 전망"

4 원대영, "중국 관광객의 한국음식 및 서비스 기대 불일치가 만족에 미치는 영향" 한국호텔외식경영학회 15 (15): 169-182, 2006

5 강다원, "제주방문 중국관광객의 외식성향 및 서비스 만족에 관한 연구" 한국외식경영학회 6 (6): 7-26, 2003

6 이동훈, "재한 중국인의 한국 음식에 대한 지식 및 선호도가 귀국 후 구매 의사에 미치는 영향" 한국식품유통학회 24 (24): 19-41, 2007

7 김순하, "일본인의 한식메뉴 선호도와 구매행동 특성- 한국주재 일본인을 중심으로-" 한국외식경영학회 7 (7): 129-148, 2004

8 한국외식연감, "외식산업의 현황분석"

9 김선아, "외래관광객과 주한외국인의 한국음식 및 전통외식업체에 대한 인식 차이 비교 분석" 한국식품조리과학회 20 (20): 619-629, 2004

10 권석임, "서울 거주 중국인들의 한국전통음식에 대한 인지도와 기호도조사" 한국식생활문화학회 21 (21): 17-30, 2006

11 이연정, "방한 일본관광객의 한국음식에 대한 인식, 만족도 및 재방문의도에 관한 연구" 한국식품조리과학회 23 (23): 156-164, 2007

12 이연정, "방한 일본 관광객의 한국전통음식 메뉴품질 만족도에 관한 연구" 한국식생활문화학회 20 (20): 284-15, 2005

13 Ko, "A study on the penetration of Korean food service into China market" Kyunghee University 2002

14 Yu DJ, "A Study on the Improvement of Korean Restaurants for Chinese Tourists" 7 (7): 79-98, 2003