대학생의 다국적 음식 인식에 따른 포지셔닝 분석

• 영문명: Positioning Analysis of Korean, Japanese, Chinese, French and Italian Cuisine through Multi-national Food Perception of College Students in Korea
• 발행기관: 한국관광학회
• 저자명: 조문수 이성은 김용이
• 간행물 정보: 『관광학연구』제30권 제5호, 115~132쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.10.31

영문 초록

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.

목차

I. 서론

II. 이론적 고찰

III. 연구설계

IV. 분석결과

V. 결론

참고문헌

키워드

대학생의 음식선택 포지셔닝 분석 College students’ food perception/selection Positioning analysis