Customer Satisfaction with Korean Restaurants in Australia and Their Role as Ambassadors for Tourism Marketing

ABSTRACT

This is the first study to explore the connection between Australian residents’ satisfaction with Korean cuisine, the various characteristics of the restaurant experience, and Australians’ intention to visit Korea. Data was collected from customers of 16 Korean restaurants in the state of Queensland, Australia. While four factors (facility, menu, service, and food) were derived as selection attributes, menu factors had the most positive effect on customer satisfaction. The study found a positive correlation between satisfaction with local Korean food and the propensity of diners to think about visiting Korea. The results of this study can be used to enhance competitiveness and tourist marketing for Korea. The results reported here may have a broader application to provide effective managerial and marketing information to many other ethnic restaurants in Australia and beyond.

KEYWORDS:

• Korean food
• selection attributes
• satisfaction
• visit intention
• Australia

Additional information

Notes on contributors

Kye-Hong Min

Kye-Hong MIN, PhD, is a Professor at the College of Culture and Tourism, Jeonju University, Jeonju, 560–759 South Korea (E-mail: [email protected]).

Timothy Jeonglyeol Lee

Timothy Jeonglyeol LEE, PhD, is a Professor in Tourism and Hospitality Management, Ritsumeikan Asia Pacific University (APU), Beppu, 874–8577 Japan.