Sustainable and Religion Food Consumer Segmentation: Focusing on Korean Temple Food Restaurants

Junkyu Park, Mark A. Bonn and Meehee Cho
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Junkyu Park: College of Hotel and Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Mark A. Bonn: Dedman School of Hospitality and Tourism Management, Florida State University, 288 Champions Way, Tallahassee, FL 32306-2541, USA
Meehee Cho: College of Hotel and Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea

Sustainability, 2020, vol. 12, issue 7, 1-19

Abstract: As demand for temple food has significantly grown, this study’s objective was to conduct a market segmentation analysis of temple food consumer motives in order to develop effective marketing strategies. The study identified six motives specific to Korean temple food consumption representing “health-oriented,” “ethical vegetarianism,” “meditative mindfulness,” “educational experience,” “taste,” and “environment protection.” Motives were then used to generate four distinct temple food groups named Highly Motivated, Vegetarian, Environment-Oriented and Minimally Motivated. This study provided useful information for the application of Korean temple food marketing strategies for destinations featuring this growing trend in culinary tourism.

Keywords: temple food restaurants; sustainable and religious food; market segmentation; temple food motives; marketing strategies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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