Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

Status	已發表Published
	Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences
	Kim, S.S; Choe, J.Y.J; Lee, A
	2016-10-01
Source Publication	International Journal of Contemporary Hospitality Management
ISSN	0959-6119
Pages	2310 -2330
Abstract	This paper aims to gain insight into the preferences of US customers regarding Korean food, and to categorize these customers according to the reasons for their preferences. The study was conducted with a sample of customers in Korean restaurants in the USA. Cluster 1 was a group whose members were attracted to Korean culture; Cluster 2 was a group whose members were passionate about Korean food; Cluster 3 was a group seeking healthy and exotic food; and Cluster 4 was a low-interest group. Each cluster had a different socio-demographic profile, favored a different Korean menu, identified different success factors for Korean restaurants, described different expectations and experiences of Korean restaurants and had different preferences regarding Korean food services. Active promotion of Korean food and Korean culture may be appropriate for Cluster 1, while developing a healthy and exotic menu may attract Cluster 3. Maintaining Cluster 2 is deemed important, while a strategic approach is necessary to appeal to Cluster 4. This study will contribute theoretically and practically to understanding food globalization, ethnic restaurants and segmentation by preference reasons.
Keyword	Restaurants Globalization Restaurant industry Internationalization strategy
Language	英語English
The Source to Article	PB_Publication
PUB ID	38276
Document Type	Journal article
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding Author	Kim, S.S
Recommended Citation GB/T 7714	Kim, S.S,Choe, J.Y.J,Lee, A. Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences[J]. International Journal of Contemporary Hospitality Management, 2016, 2310 -2330.
APA	Kim, S.S., Choe, J.Y.J., & Lee, A (2016). Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences. International Journal of Contemporary Hospitality Management, 2310 -2330.
MLA	Kim, S.S,et al."Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences".International Journal of Contemporary Hospitality Management (2016):2310 -2330.

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