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Taiwaneses' should Expectation and will Expectation to Korean Foods Restaurants

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(4), pp.211-231
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Sunhee Seo 1 윤나라 1 Seo, Haena 2 Chi-mei Emily Wu 3

1이화여자대학교
2이화여자대학교 식품영양학과
3대만 Fusen Catholic University

Accredited

ABSTRACT

The purpose of this study was to identify the should and will expectation to Korean foods restaurants for Taiwanese consumers and to examine the influences of past experience, price, tangibles, image, word-of-mouth, third parties, and value on should expectation and will expectation to Korean foods restaurants. A total of 298 Taiwanese who have experienced Korean foods restaurants in last 12 months participated in this study. T-test was used to identify the differences between should expectation and will expectation to Korean food. Stepwise regression analysis was conducted to examine influences of past experience, price, tangibles, image, word-of-mouth, third parties, and value on should and will expectation to Korean foods restaurants. The results indicated that Taiwanese will expectation to Korean foods restaurants was significantly higher than should expectation to Korean foods restaurants and that value and past experiences had a strong influence towards should expectation to Korean foods restaurants. And especially, sense of belonging value and entertainment value strongly influenced should expectation and will expectation. The managerial implications were discussed.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.