The purpose of this study was to propose effective marketing communication strategies for overseas Korean restaurants through a multilateral comparison analysis of American, Chinese, and Japanese consumers' attitudes towards communication media and Korean restaurants. The survey was written in English, Chinese, and Japanese, with guideline for surveyors, and conducted using both online and offline methods. Samples were collected from five major cities - Los Angeles, New York, Tokyo, Beijing and Shanghai, which are the foothold for the globalization of Korean food. When it comes to attitudes towards communication media, word-of-mouth showed a high mean value, indicating it as the most useful and reliable media recognized by consumers who visited Korean restaurants. Furthermore, the necessity of recognizing the importance of visual communication in the physical environment of Korean restaurants and specialized websites, featuring restaurants and gourmet food, was observed. Consumers in all three nations chose word-of-mouth as the most useful and reliable media for learning about Korean restaurants. In addition, American consumers highly depended on signage and restaurant exteriors. Chinese consumers highly recognized the usefulness and reliability of offline media, such as newspapers, magazines, and events, while Japanese consumers considered online media, such as gourmet websites, blogs and social networks, as useful and reliable sources. A significantly positive attitude and high value was observed in all who had visited Korean restaurants. American and Japanese consumers had a significantly higher rate of intention to visit Korean restaurants in the future and to tell others about their satisfaction with Korean restaurants. Meanwhile, the average rate of prior preference for Korean restaurants (when choosing restaurants) was the lowest in all three countries. This study is useful for both the Korean government and food enterprises abroad to plan and develop marketing communication strategies properly for overseas Korean restaurants.

본 연구는 월출산국립공원에서 자기안내식 환경해설 방식으로 활용되고 있는 각종 해설매체에 대한 탐방객 인식을 파악하여 효율적인 공원관리 기초자료 제공을 목적으로 수행하였다. 이를 위해 탐방객 직접기입 방식의 설문조사를 실시하였고 총 196매의 설문지가 유효표본으로 이용되었다. 조사결과 '공원 이용자원 안내판'이 가장 이용률이 높은 환경해설 매체로 나타났으며 탐방로변 수목해설판, 탐방로변 문화자원 해설판, 자기안내식 자연관찰로도 비교 적 높은 이용률을 보였다. 그러나 공원안내지도, 정보게시판, 공원정보제공 LED사인, 간이탐방안내소내 전시물 등은 이용의 효율성이 떨어지는 매체로 평가되었다. 공원내 환경해설 매체에 대한중요도-성취도 분석에서는 전체적으로 높은 중요도와 이에 대한 긍정적인 성취 수준의 응답경향이 나타났다.