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비교문화적 외식소비자 행동연구- 한국, 일본, 필리핀 국가 간 비교연구 -
Reports NRF is supported by Research Projects( 비교문화적 외식소비자 행동연구- 한국, 일본, 필리핀 국가 간 비교연구 - | 2004 Year | 정광현(University of the Philippines) ) data is submitted to the NRF Project Results
Researcher who has been awarded a research grant by Humanities and Social Studies Support Program of NRF has to submit an end product within 6 months(* depend on the form of business)
사업별 신청요강보기
  • Researchers have entered the information directly to the NRF of Korea research support system
Project Number B00122
Year(selected) 2004 Year
the present condition of Project 종료
State of proposition 재단승인
Completion Date 2006년 04월 28일
Year type 결과보고
Year(final report) 2006년
Research Summary
  • Korean
  • 외식산업은 급격히 성장하고 있는 산업이다. 개인의 가처분 소득 증대, 여성의 사회진출 및 맞벌이 세대의 증가, 자동차의 대량 보급, 건강식에 대한 국민의 욕구 증대, 노동시간의 감소, 레저문화의 발달과 문화양식의 변화 등으로 인하여 가정 외의 식사 비중이 점차 증가하고 있다. 식사에 대한 개념도 과거와는 많이 달라지고 있다. 단순히 생리적인 욕구를 만족시켜 주는 기능적인 측면뿐만 아니라, 음식 만드는 것을 즐기고 가족이나 친지와의 화합과 친목을 위해, 그리고 업무를 위한 사교의 기회를 제공해 주는 역할을 한다고 할 수 있다. 또한 음식에 대한 기호도 다양해져서 맛과 멋을 동시에 추구하는 경향도 있으며, 레스토랑에 대한 이용자들의 기대는 영양과 다이어트, 계절에 따른 음식뿐만 아니라 세계 각국의 특별한 음식을 먹고자 하는 탐험적 욕구까지 포함하여 갈수록 다양해지고 개인 지향적으로 변해가고 있는 추세이다. 그만큼 레스토랑이 우리의 식생활에서 차지하고 있는 비중이 점차 커져가고 있음을 반영한 것으로 풀이할 수 있다.
    본 연구는 레스토랑 선택속성에 대한 요인화 작업으로 진행되었다.
    한국, 일본과 필리핀 간의 레스토랑 선택속성 차이를 비교하였으며, 가족외식과 사교외식 두 형태로 구분하여 진행하였다.
    샘플조사는 한국, 일본, 필리핀의 최근 1달 이내에 레스토랑을 이용한 경험이 있는 20세 이상의 성인들을 대상으로 하였다. 분석방법은 요인분석과 신뢰계수 테스트, T-test 및 분산분석이 사용되었다.
    전반적으로 가족과 즐거운 시간을 보내기 위해서, 사교외식의 경우 친분을 위해 외식을 하는 것을 중요하게 생각하고 있는 것으로 나타났다. 결론적으로 한국인을 상대로 한 레스토랑의 경우, 주요고객이 가족외식을 목적으로 하는 경우 편의성과 품질 및 이미지에, 사교외식을 위한 모임을 주로 갖는 고객의 경우 접근 편의성에 초점을 맞춰서 마케팅 전략을 수립해야 할 것으로 사료된다. 일본인을 상대로 하는 레스토랑의 경우 외식유형(가족외식과 사교외식)에 구분없이 실리를 추구하는 고객의 선택속성에 초점을 맞춘 마케팅전략 수립이 필요한 것으로 사료된다.

  • English
  • The restaurant industry is an industry that is growing rapidly. There is a notable change in Korea's food-service industries which are due to the increased GNP, women's advancement in the society, increased number of working couples, increased needs for nutrition food, decreased working hours and the change in cultural modes. These changes brought the increase of dining outs in the dietary pattern. Meal is no longer regarded merely a tool to satisfy people's basic needs but also a time to relax and socialize. Therefore, consumers' demand for taste is increasingly diversifying and the quality of food became more important over quantity. As convenience and diversity are highly requested the food industry is drastically westernizing its food and services.
    This study analyzes the dimensional work on the selection attributes of restaurants. The differences of the selection attributes of restaurants were compared between Korea, Japan, and the Philippines, and proposes that the types of companions be classified into family dining-out and social dining-out. Sample surveys were conducted to Korean, Japanese and Philippines over 20 years old who had ever had an experience in using dining-out in recent one month. Methods of analysis used are factor analysis, chronbach's alpha, t-test and ANOVA.
    The overall result of the study shows that Korean respondents, have family-oriented culture in the choice of restaurants compared to those the Philippines Besides, both the family dining-out to enjoy time with family and the social dining-out for business relationship were important to Korean respondents. The attributes of restaurants for Koreans were less important to consider in restaurants choices than those for the Philippine.
    In conclusion, in case of the restaurants for Koreans, if the major customers are for the purpose of the family dining-out, the items - Taste, Preference of a family, Provides good service, Hygiene, Reputation, and Good facilities - and if of the social meetings with dining-out, the items - Discounted rates, Preference of friends/colleagues, and Taste - should be contemplated and focused on for the marketing strategy of the restaurants. On the other hand, in case of the restaurants for the Philippine, the marketing strategy should be focused on the selection attributions for the Philippine customers in pursuit of the items such as Externality and Atmosphere regardless of the types of dining-out, either family or social.
    When serving Korean customers, restaurants which the primary customers use for family dining-out need to plan the marketing strategy focusing on convenience, quality, and image, while restaurants the primary customers use for social dining-out need to plan the marketing strategy focusing on accessibility.
    When serving Japanese customers, restaurants need to plan the marketing strategy focusing on Japanese customers' pursuit to practical benefits regardless of the type of dining-out.
Research result report
  • Abstract
  • The restaurant industry is an industry that is growing rapidly. This study analyzes the dimensional work on the selection attributes of restaurants. The differences of the selection attributes of restaurants were compared between Korea, Japan, and the Philippines, and proposes that the types of companions be classified into family dining-out and social dining-out. The SPSS 10.0 for Windows was used to analyze the data, using frequency, cross-tab, reliability factor, and t-test. There are significant differences in the selection attributions of restaurants both for family and social dining-out between Korea, Japan, and the Philippines. Results of this study may provide a base for marketing strategies to be used by restaurant owners and marketers.
  • Research result and Utilization method
  • The overall result of the study shows that Korean respondents, have family-oriented culture in the choice of restaurants compared to those the Philippines Besides, both the family dining-out to enjoy time with family and the social dining-out for business relationship were important to Korean respondents. The attributes of restaurants for Koreans were less important to consider in restaurants choices than those for the Philippine.
    In conclusion, in case of the restaurants for Koreans, if the major customers are for the purpose of the family dining-out, the items - Taste, Preference of a family, Provides good service, Hygiene, Reputation, and Good facilities - and if of the social meetings with dining-out, the items - Discounted rates, Preference of friends/colleagues, and Taste - should be contemplated and focused on for the marketing strategy of the restaurants. On the other hand, in case of the restaurants for the Philippine, the marketing strategy should be focused on the selection attributions for the Philippine customers in pursuit of the items such as Externality and Atmosphere regardless of the types of dining-out, either family or social.
    When serving Korean customers, restaurants which the primary customers use for family dining-out need to plan the marketing strategy focusing on convenience, quality, and image, while restaurants the primary customers use for social dining-out need to plan the marketing strategy focusing on accessibility.
    When serving Japanese customers, restaurants need to plan the marketing strategy focusing on Japanese customers' pursuit to practical benefits regardless of the type of dining-out.
  • Index terms
  • cross culture, selection attribute of restaurant, accompanying type, family dining-out, social dining out
  • List of digital content of this reports
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