한식 기내식 선택요인에 관한 연구 : 방한 외국인을 대상으로

초록

The purpose of this study was to investigate factors that lead to foreigners’ meal satisfaction of Korean food on airlines. Also, this study aimed to empirically discover the positive impact from such customer satisfaction that can lead to an increase of purchase intentions of Korean cuisine and the improvement of the national image. First, a survey was conducted for empirical analysis of 201 foreigners visiting Korea who have tried Korean food in-flight meals at least once. Out of the five reasons for choosing a Korean food in-flight meal, deduced from similar experiments conducted in the past and field interviews, the highest incidence of responses was because of the nutritional value of the meal, followed by aesthetics, and ease of digestion. Based on these rankings, the latest Korean –food positioning was suggested. Moreover, the fact that foreigners’ desire to try Korean cuisine in the future and the improvement of national image corresponded with their satisfaction of the Korean food in-flight meals, proves the impact Korean food in-flight meals have and indicated the need for an improvement in its quality. If the tourism, aviation, and restaurant industries can work together toward providing high-quality Korean meals through concerted efforts, not only will it benefit the companies involved, but it will be a new model for national promotion and economic growth.

키워드