IPA분석을 활용한 한식 레스토랑 선택속성에 관한 연구-한·중·일 비교-

This study compares and analyzes the importance and performance of selection attributes for Korean food restaurants through IPA analysis with the subjects of consumers in Northeast Asia, Korea·China·Japan, in order to provide basic information needed to establish strategies to internationalize Korean food. And the study has gained the following results:First, according to their nationality, there exists significant difference in the importance of selection attributes for Korean food restaurants. Second, according to their nationality, there is significant difference in the performance of selection attributes for Korean food restaurants. Third, IPA analysis results on the selection attributes for Korean food restaurants are as follows. In Korean·Chinese·Japanese consumers commonly, both the importance and performance of the attributes such as ‘maintenance of freshness’, ‘nutritional balance’, and ‘diversity of taste’ are found to be high. Therefore, the market should have strategies to maintain those continually afterwards. And the attributes including ‘medicinal actions’, ‘fermented food’, ‘ingredients’ brand’, or ‘a restaurant’s brand’ show low perception on the importance, and their performance is not very satisfying, either. Thus, it is necessary to have differentiated Korean food marketing that can enhance the importance of those attributes.