한식당에 대한 중국인 관광객의 지각된 위험에 따른 위험감소 전략 차이 분석

Chinese Tourist’s Risk Reduction Strategies Differences based on their Perceived Risk of Korean Food Restaurants

Previous research recognized the tourists perceived high food related risk in destinations because the unique culinary culture that tourists experience at the overseas travel is new experience. However, limited research has been devoted to expand the understanding of the nature of the risk of local food. The purpose of this study was to identify the key components of risk perception regarding local food restaurant, especially Korean food restaurant for Chinese tourists in this study. A total of 259 Chinese tourists who visited Korea participated. Exploratory factor analysis found eight risk factors regarding Korean local food restaurants: Cultural risk, food risk, service risk, opportunity loss risk, financial risk, physical health risk, time loss risk, and social risk. Three clusters were found based on cluster analysis. All Chinese tourists perceived high cultural risk among eight risk factors. Cluster 2 showed the highest perceived risk in Korean food restaurant, while cluster 3 perceived lower risk in Korean food restaurant than two clusters. There were significant differences in risk perception and risk reduction strategies among three clusters. The managerial implications were discussed.