한식수요의 결정요인에 관한 연구

A Study on Determinants of Korean Food Demand: Evidence from Indonesia

Purpose This study introduces some of the “selective attributes of Korean food“ that were not presented in the study prior to 2020 with a focus on Jakarta City, Indonesia, by including the potential market with high future growth potential. Essentially, it estimates the influencing factors of Korean food demand through a demand model specifying Korean food selection attributes. Such estimated results provide basic data on the marketing perspective and useful information from a practical point of view that can increase the practical utilization rate by identifying foreigner demand for Korean restaurants in Jakarta City, Indonesia. Design/Methodology/Approach Data samples were obtained via a survey of Indonesians who experienced eating Korean food for two months during the study period. Based on this, the factors for Korean food selection attributes were extracted and applied as independent variables. The dependent variables for estimating the Korean food demand function are the number of Korean restaurants used annually, and the TP and TNB models applied to estimate the determinants affecting the demand model. Findings Results of the analysis of the TNB model of Korean food demand showed that it has a positive effect on jobs, quality of service and menu composition, convenience of menu selection and accompanying form. Research Implications The results provide basic data from a marketing perspective as well as useful information from a practical point of view that increases the actual utilization rate by identifying foreigner demand for Korean restaurants in a high growth area such as Jakarta City, Indonesia.