This study was conducted to establish basic data to improve the service quality of the Korean food service industry by evaluating the experience that Chinese tourists have at Korean restaurants. To accomplish this, we analyzed the common dining out style of Chinese tourists and how their expectations were influenced by the Korean culture and movies and dramas. We then compared the customer satisfaction of Chinese tourists before and after visiting Korean restaurants. The results of this study suggest that advertising of the Korean culture and movies and dramas to Chinese who dine out on a regular basis should be accelerated. In addition, the Korean food industry must develop distinct marketing strategies and improve the food menu and service to satisfy Chinese tourists who visit Korea often.

• 유영진(대구가톨릭대학교 외식산업학과) | Young-Jin Yoo
• 최용석(경주대학교 외식조리학과) | Yong-Seok Choi Corresponding author
• 천희숙(우송대학교 외식산업경영학과) | Hee-Sook Cheon