외식메뉴 선택속성에 따른 전통주 페어링 메뉴개발 방향 조사

Abstract

This study aimed to investigate the attributes influencing the selection of dining-out menus and the preferences for menu pairing with traditional alcoholic beverages among 415 healthy adult males and females residing in the metropolitan area, aged 19 years and above. The survey results categorized the dining-out menu selection attributes into trendiness, functionality, sociability, and personal taste. Additionally, preferences for menu pairing were clustered based on personal taste and sociability, functionality, and trendiness. The menu recognition status revealed that taste, value for money, and hygiene were perceived as the most important factors. The research findings emphasized the necessity to develop traditional alcoholic beverage pairing menus while considering the characteristics of dining-out consumers. Furthermore, these results can serve as foundational data for the development and marketing of menus in traditional alcoholic beverage specialty establishments