An Exploratory Study on the Influence of Past Korean Dinning Experience on Korean Food Image and Destination Choice

The purpose of this study is to test and develop a theoretical model in terms of the influence of past dining experience on food image and destination choice. This study examined how past Korean dining experience of American students influences Korean food image, and how it affects a destination choice. Findings indicated that past Korean dining experience influenced Korean food image and the destination choice, including intention to visit and to recommend Korea. Findings of this study will provide insight into a destination choice through food image because there is little research that has examined food image as a destination choice and the sample for this study is obtained from potential future Korean food market consumers. This study concluded with implications for Korean food marketers seeking to promote Korean food in the United States.