Abstract

This questionnaire study was conducted to investigate the levels of recognition and attitude for Korean traditional food among Japanese tourists. The aim was to provide basic data for making a detailed marketing direction alignment of globalization and commercialization of Korean traditional food. The results can be summarized as follows. The 'Korean wave(Hanliu)' was 'the number of known Korean star performers'(3.77 points), 'the number of watched Korean dramas'(3.67 points), 'the number of watched Korean movies'(3.44 points), 'the number of owned Korean singer's tapes or CDs'(3.04 points), 'the number of read books'(2.83 points), and 'the number of viewed cartoons'(2.49 points), in order. The high-intake frequency of Korean traditional foods was 'Bibimbap', 'Galbigui', 'Baechookimchi', 'Bulgogi', 'Kkakdugi', 'Tteokbokki', 'Japchae', 'Galbitang', 'fajeon', and 'Namullyu' in order. On the other hand, the intake frequency of 'Songpyeon', 'Inielmi', 'Sikhye' and 'Sujeonggwa' was very low. The most effective 'Hanliu' item for raising the recognition of Korean traditional food was 'the number of read books'. The most effective 'Hanliu' item for raising the experience of Korean cooking was 'the number of read books', followed by 'the number of watched Korean movies', 'the number of watched Korean dramas', and 'the number of viewed cartoons' in order. The most effective 'Hanliu' item for raising the intake frequency of Korean traditional food was' the number of watched Korean dramas', followed by 'the number of watched Korean movies' and 'the number of read books' in order.

Keywords

• Korean wave(Hanliu);
• recognition;
• attitudes;
• Korean traditional food