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The Facilitating and Constraint Factors of Korean Food Diffusion to Different Types of Korean Restaurant Users in New York

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(7), pp.207-231
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

한경수 1 Heidi Sung 2 민지은 1

1경기대학교
2St.Johns University

Accredited

ABSTRACT

Using a mixed method, this study investigated the facilitating and constraint factors of Korean food diffusion among different types of Korean restaurant users in New York. Based on a sequential exploratory design, first, in-depth interviews with 13 owners of popular Korean restaurants in New York were proceeded. Then, a quantitative data were collected from 245 non-Korean users of 8 Korean restaurant in New York in 2008. The users were classified into five food adopter categories based on the their level of acceptance on a new food. Results showed that “tasty food” was the most important facilitating factor of Korean food diffusion, while "lack of awareness” was the most important constraint in diffusing Korean food in New York. Result also indicated that there were significant relationship between the types of Korean restaurant users and their evaluation on the facilitators and constraints.

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