In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

• 김희경(숙명여자대학교 전통문화예술대학원 전통식생활문화전공) | Hee-Kyung Kim (Dept. of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women’s University, Seoul 04310, Korea)
• 심기현(숙명여자대학교 전통문화예술대학원 전통식생활문화전공) | Ki Hyeon Sim (Dept. of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women’s University, Seoul 04310, Korea) Corresponding author