The effects of acculturation and uncertainty avoidance on foreign resident choice for Korean foods

Sunhee Seo, Woo Mi Jo Phillips, Junghee Jang, Kawon Kim

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

This study attempts to identify dining-out patterns among foreign residents in South Korea, examining the differences in foreign residents' attitudes toward Korean foods and behavioral intentions to patronize Korean restaurants based on their acculturation and uncertainty avoidance levels. The results show that foreign residents in South Korea dine out frequently and intend to revisit Korean restaurants. However, the high acculturation group has a more positive attitude toward, better understanding of, and more preference for Korean foods than the low acculturation group. Satisfaction, revisiting, and recommendation intentions for Korean restaurants are higher among the high acculturation group than the low. The low uncertainty avoidance group spends more money for dining out than the high uncertainty avoidance group, who perceive Korean foods as expensive. Attitudes toward, understanding of, and preference for Korean foods, do not differ significantly between the two uncertainty avoidance groups; nor do satisfaction and behavioral intentions to Korean restaurants.

Original languageEnglish
Pages (from-to)916-927
Number of pages12
JournalInternational Journal of Hospitality Management
Volume31
Issue number3
DOIs
StatePublished - Sep 2012

Keywords

  • Acculturation
  • Dining-out behavior
  • Foreign residents
  • Korean foods
  • Korean restaurants
  • Uncertainty avoidance

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