상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
한국관광학회.jpg
KCI우수등재 학술저널

대학생의 다국적 음식 인식에 따른 포지셔닝 분석

한국, 일본, 중국, 프랑스, 이탈리아 음식을 대상으로

College students have emerged asone of the most powerful markets for restaurant industry. Many foreign-based franchise & chain restaurants have expanded their business by opening several outlets in Korea. Thepurpose of this study is to analyze market position of each five national cuisine (Korean, Japanese, Chinese, French and Italian). Based on the result of the previous study on positioning with the multi-dimensional scaling method, this study was conducted to analyze and reveal its market position resulted by perception of college students on Korean cuisine compared to other national cuisines. Also, five different food choices were extracted from literature reviews of food selection (e.g. taste, color, variety on menu selections, price and nutritional facts). In results of frequency analysis, Kimchi of Korea, Sashimi of Japan, Dimsum of China, Escargot of France and Pizza of Italy were the most preferred food item among each nation’s cuisine. Also, positioning analysis possibly provide useful implementations to outlet managers in charge of different cuisine restaurants. Korean cuisine was positioned as the strongest in ‘taste and nutrition’ section. ‘Color’ was the main selection factor for Japanese and French cuisine and Chinese cuisine was the ‘price’. In conclusion, some implications regarding food positioning are discussed.

I. 서론

II. 이론적 고찰

III. 연구설계

IV. 분석결과

V. 결론

참고문헌

로딩중