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Research on Development Concept of Korean Restaurant through Conjoint Analysis Focused on Breakfast Foodservice Market

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2007, 31(5), pp.319-336
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

KIM KWANG JI 1,  Park KiYong 1

1동의대학교

Accredited

ABSTRACT

This study aims to develop concept of competitive korean restaurant which can react effectively in breakfast eating-out market which is growing as a new niche market as importance of health and breakfast recently rises under the influence of well-being. According to this study, importance of attributes was in order of menu(24.09%), price(22.02%). place(21.85%), size of restaurant(20.40%), and service(11.64%). Also, this study discovered that the new concept of korean restaurant(Jooks, 3,000 won, table service, residential street, 21～30 pyong) occupied a market share of 13.27%. According to the change in market share for each menu, market share was lowered in order of Jooks(-5.36%), Gookbobs(-4.45%), Jungsik(-3.48%). Such a result can be judged that same product eroded market share after being launched in pre-existing Jooks market.핵심용어(Key words):한식업소 컨셉(Concept of Korean restaurant), 아침외식산업시장(Breakfast foodservice market), 시장점유율(Market share), 컨조인트분석(Conjoint analysis)

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