The study is to develop the descriptive menu labels to attract customer focusing on korean cuisine and investigate the influence of the developed descriptive menu labels on customers' available purchase price to pay gladly for the menu. The first step to develop the descriptive menu labels, open-ended questionnaire was performed targeting the 54 university students majoring culinary art and food service and 12 professional chefs in korean cuisine. The study elicited the descriptive menu labels from the survey inductively. The second step, it was asked the postgraduate students majoring korean language and literature to check the linguistic errors based on the definition of the type of menu labels. Finally, the study made up the 4 types of descriptive menu labels and 1 usual menu label. As a result, analyzed responses found that the geographic type of descriptive menu labels brought the highest available purchase price for the 'Bulgogi', and the sensory type of descriptive menu labels for the 'Samgyetang'. But excessively long and complicated menu labels as like mixed type were cliché and reduced the available purchase price.
I. 서론
II. 이론적 배경
III. 연구방법
IV. 분석결과
V. 결론
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