국가 간 빅데이터를 이용한 한식 이미지의 측정: 미국과 중국에서의 소비자가 지각하는 한식, 중식, 일식의 비교

The purpose of this study is to suggest a new measurement of Korean food image by using cross-national big data. This study compares and analyzes the frequency usage of the Korean food image through measurement items actually used and the frequency of using the measurement items expanded through the WordNet, based on the big data via restaurant reviews. In this study, the measurement items for measuring Korean food image were summarized and the items were expanded to WordNet for the analysis of actual usage. Data were collected and analyzed using restaurant reviews from the last ten years with (1) 264,946 reviews of 2,320 restaurants in New York, U.S.A. and (2) 6,632,077 reviews of 128,615 restaurants in Beijing, China. After pre-processing the collected data, data analysis was performed using content analysis. In order to measure the image of Korean food using the existing measurement items and to measure the image of Korean food recognized by actual consumers, we measured the image of Korean food by using the items expanded to WordNet. Using the extended measurement items, we analyzed the Korean food image perceived by customers in the U.S.A. and China. The results found that the image of Korean food was most highly related with menu from the perceptions of customers. In terms of measurement items, consumers in the United State's put more importance on services delivered by employees, while Chinese customers emphasized uniqueness of Korean food itself. This study is expected to be used as a basis for establishing strategies for the localization of Korean food in the United States and China through an understanding of the image of Korean food.