| dc.description.abstract | In recent decades, thanks to globalization, more and more countries open and exchange culture with each other, which makes Korean culture, especially the popular culture has opportunities to be wide-spread, thus leading to the prevalence of Korean cuisine. The popularity of Korean famous figures and creative cultural products has been overwhelming a large number of people all over the world in general and Vietnam in specific for many years. Therefore, this research investigates the impacts of popular culture of Korea in terms of Korean famous figures, Korean movies and K-pop music on Vietnamese consumers’ preferences for eating out at Korean restaurants. A quantitative approach is applied in this research.
The results will support to develop successful marketing strategies to expand the Korean restaurants as well as related ethnic restaurants business in Vietnam.
Keywords: Hallyu, Korean popular culture, country image, destination image, consumers’ preferences, ethnic cuisine, Korean restaurants. | en_US |
