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The purpose of this study was to examine foreigners' attitudes toward Korean foods and Korean cuisine restaurants based on their nationality such as USA/Canada. Europe, China, and Philippine. Also, this study compared foreigners' attitudes between high and low involvement group using their visiting frequency. Self-administered questionnaires were collected from 247 foreigners who reside in Seoul. Chinese had highest knowledge of Korean foods but Filipino had the lowest one. American/Canadian and European considered Korean food as not expensive however, Chinese and Filipino did it as expensive. And, American/Canadian and European were more satisfied with Korean cuisine restaurants and higher revisit intention to Korean cuisine restaurants than Chinese and Filipino. Also, American/Canadian, European, and Chinese' had higher intentions to recommend Korean cuisine restaurants than Filipino did. There were significant differences between high and low involvement groups regarding attitudes toward Korean foods, knowledge of Korean foods, intentions to revisit and recommend Korean cuisine restaurants. The implications of the results were discussed.


The purpose of this study was to examine foreigners' attitudes toward Korean foods and Korean cuisine restaurants based on their nationality such as USA/Canada. Europe, China, and Philippine. Also, this study compared foreigners' attitudes between high and low involvement group using their visiting frequency. Self-administered questionnaires were collected from 247 foreigners who reside in Seoul. Chinese had highest knowledge of Korean foods but Filipino had the lowest one. American/Canadian and European considered Korean food as not expensive however, Chinese and Filipino did it as expensive. And, American/Canadian and European were more satisfied with Korean cuisine restaurants and higher revisit intention to Korean cuisine restaurants than Chinese and Filipino. Also, American/Canadian, European, and Chinese' had higher intentions to recommend Korean cuisine restaurants than Filipino did. There were significant differences between high and low involvement groups regarding attitudes toward Korean foods, knowledge of Korean foods, intentions to revisit and recommend Korean cuisine restaurants. The implications of the results were discussed.