A Qualitative Study on the Development of Descriptive Menu Labels to Attract Customer: Focusing on Korean Cuisine (고객을 유혹하는 한식 메뉴 레이블의 개발에 관한 정성적 연구)

Sim， Soon-chul (심순철); Chong,Yu-kyeong (정유경)

A Qualitative Study on the Development of Descriptive Menu Labels to Attract Customer: Focusing on Korean Cuisine

Journal of Tourism Sciences
Abbr : JTS
2013, 37(10), pp.231-251
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Sim， Soon-chul ¹, Chong,Yu-kyeong ²

¹세종사이버대학교
²세종대학교

Accredited

ABSTRACT

The study is to develop the descriptive menu labels to attract customer focusing on korean cuisine and investigate the influence of the developed descriptive menu labels on customers' available purchase price to pay gladly for the menu. The first step to develop the descriptive menu labels, open-ended questionnaire was performed targeting the 54 university students majoring culinary art and food service and 12 professional chefs in korean cuisine. The study elicited the descriptive menu labels from the survey inductively. The second step, it was asked the postgraduate students majoring korean language and literature to check the linguistic errors based on the definition of the type of menu labels. Finally, the study made up the 4 types of descriptive menu labels and 1 usual menu label. As a result, analyzed responses found that the geographic type of descriptive menu labels brought the highest available purchase price for the 'Bulgogi', and the sensory type of descriptive menu labels for the 'Samgyetang'. But excessively long and complicated menu labels as like mixed type were cliché and reduced the available purchase price.

KEYWORDS

Nostalgia menu labels, Sensory menu labels, Geographic menu labels, Heuristic, Menu marketing

Citation status

* References for papers published after 2023 are currently being built.

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