| dc.description.abstract | This study focuses o
n examining the relationship and identifying the significant role
of practical elements on the behavioral intentions towards ethnic cuisine restaurants,
specifically in the context of Thailand and Korean cuisine. The variables being
analyzed include countr y of origin image, cuisine image, cuisine knowledge and
perceived authenticity. lxxvii
The research gap that works as a reason for the purpose of this study is the lack in
examining the country of origin image and food perceived authenticity at them same
time. Although lots of literatures have conducted research on the role of country
image, the indication of it in the context of hospitality industry is limited. lxxvii
By breaking down the country
of origin image into two si gnificant dimension:
cognitive and affective image; and seeing food, environment and overall authenticity
as three component for the perceived authenticity, the research model combining a
vii
total of 7 independent and 1 dependent variable. Each construct is i
total of 7 independent and 1 dependent variable. Each construct is implemented with mplemented with designed measurement scale and being screen carefully.designed measurement scale and being screen carefully.
Data were collected in the period of two months and focusi
Data were collected in the period of two months and focusing on the restaurants ng on the restaurants located in Ho Chi Minh City. A total sample size of 560 were gathered, in which 277 located in Ho Chi Minh City. A total sample size of 560 were gathered, in which 277 samples were from the Thaisamples were from the Thai--food dinners and 283 samples were from the food dinners and 283 samples were from the KoreanKorean--food dinners. SPSS version 20.0 and Equation Structural Modeling (SEM) food dinners. SPSS version 20.0 and Equation Structural Modeling (SEM) wewere used to analyze, confirm hypothesis and provide comparison between two re used to analyze, confirm hypothesis and provide comparison between two subsets.subsets. ...................................................................................................................................................................................................................................... lxxviilxxvii
Result findings make a note the higher influen
Result findings make a note the higher influence of affective countryce of affective country--ofof--origin image origin image compared to the cognitive image, as well as confirming the role of perceived compared to the cognitive image, as well as confirming the role of perceived authenticity in the customer's behavioral intentions. The Independent Sample Tauthenticity in the customer's behavioral intentions. The Independent Sample T--test test has showed that respondents in two different scenarios has showed that respondents in two different scenarios of Thai and Korean food tend of Thai and Korean food tend to have different evaluation towards the country image of Thailand and Korea.to have different evaluation towards the country image of Thailand and Korea. | en_US |
