Understanding Constraints While Choosing Korean Food: From Westerners’Perspectives

Abstract

The study of constraints in the leisure context has been a popular research theme during the last few decades. This article focuss on participants’ constraints that inhibit an experience of Korean food from Westerners’ perspective. The purpose of this study is to identify significant types of constraints existing among foreigners travelling in Korea. Data was collected from Westerners who have been in Korea as both tourists and longer term stays. This study identified the seven dimensions of Korean food constraints that should be considered important in understanding Korean food constraints. With utilizing the 3-dimension hierarchial constraints (structural (time, money, information), intra-personal and interpersonal), this study identified seven dimensions that can be applied in understanding Korean food constraints from Westerners’ perspectives. This study also showed that the ‘facility constraints’ and the ‘time constraints’ significantly influence respondents’ future intention to experience Korean food. The result of this study is expected to provide Korean marketers with important information regarding constraints to trying Korean food from a Westerner's perspectives. By focusing on foreigners’ view point, this study provides unique information, as this point has rarely been studied through prior research in the South Korea culinary market.