한국 및 외국 음식에 대한 소비자 인식과 지불의사 가격: 행위자 요인 및 제도적 환경이 미치는 영향에 관한 경로분석

Drawing on the effects of chef-related factors and institutional constraints in the hospitality industry, this study examines how to improve customers’ perception of a specific style of food and their intended payment at restaurants. In contrast to the literature and practices which often focused on chefs’ initiatives to change customers’ perception of Korean foods, we shed light on both institutional constraints such as evaluation systems and chefs’ attempts such as menu development. Using survey data on 246 adults in Seoul, we find that institutional constraints as well as chef-related factors influence customers’ perception, and then the perception affects their intended payment at restaurants. We thus suggest that business strategy, government policy, and industrial practice should pay attention to institutional elements such as educational institutions and evaluation systems to improve customers perception of Korean food and increase their intended payment at restaurants in addition to menu development.