한식당 창업을 위한 한식이미지의 연구 - 중국 관광객을 대상으로 -

This study aims to analyze and understand the relationships between Korean food image and trust and repurchase intention among Chinese tourists visiting Korea. Two hundred questionnaires, with a 93.0% response rate from a judgmental sample of 215 Chinese tourists visiting Korea. Five underlying dimensions of 20 items of Korean food image were identified; neat, taste and nutrition, superior, competitive, differentiated. Multiple regression analyses were conducted to examine the relationships between the extracted five factors of Korean food image and trust and repurchase intention. The results showed that all the five Korean food image had positive effect on trust, and the four Korean food image except for competitive had positive effect on repurchase intention. And the marketing implications for opening Korean restaurants in China were discussed as well as limitations were explained.