The Effects of the K-Food Menu Quality of Overseas Korean Restaurants on the Image of Korean Food, Long-term Orientation, and Attitudes toward Korea

This study analyzed the relationship between the quality of K-food menus and its impact on the image of Korean food, long-term orientation, and attitudes toward Korea among customers of Korean restaurants in four countries: Vietnam, the Philippines, the United Arab Emirates, and Austria. The study aimed to propose measures to improve K-food menu quality, increase foreign customer usage of Korean restaurants, and foster favorable attitudes toward Korea. The results are summarized as follows. First, the menu functional quality, menu healthiness, and menu serving environment were found to significantly influence the Korean food image and long-term orientation at overseas Korean restaurants. Second, the image of Korean food at overseas Korean restaurants was found to significantly influence long-term orientation and attitudes toward Korea. Third, the long-term orientation of overseas Korean restaurants was found to significantly impact attitudes toward Korea. In terms of practical implications, this study suggests that in order to enhance the image of Korean cuisine at overseas Korean restaurants and increase customer loyalty and referrals, it is necessary to improve menu quality, particularly by offering healthy, easily digestible, and eco-friendly dishes, maintaining the freshness of ingredients, ensuring the cleanliness of menus and tableware, preserving the unique flavors and aromas of dishes, creating attractive interiors and offering reasonable prices.