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pp.274-284
This study presents the Analytical Hierarchy Process (AHP) as a potential decision-making method for obtaining the relative weights of alternatives through pairwise comparison in the context of hierarchical structure. The aim of this study was to elicit prior strategies for brand communication for Korean restaurants overseas. We created a questionnaire and surveyed experts at government agencies, restaurant companies, and universities from October to November 2011. By applying the pairwise comparison matrix, relevance was perceived as a more important strategy evaluation criteria than effectiveness or urgency. The highest-ranked strategy was the 'Identification of the BI and positioning of Korean restaurants' followed by 'Development of Korean food content for overseas promotion', 'Development of locally customized Korean food recipes and new Korean menus', 'Development of marketing communication strategies for Korean restaurants by countries', and 'Development of Korean restaurant differentiation strategies'. The results of this study can be used for effective Korean food globalization by enhancing the competitiveness in the world market.
