Factors Influencing Korean Tourists Lao Food Consumption in Lao PDR

Abstract

The objectives of this research were 1) to investigate Korean tourist personal characteristics in consuming decision behavior and factors influencing consuming decision 2) to predict factors influencing Korean Tourist food consumption during their travel in Laos.

The primary data obtained from the questionnaire surveyed from 451 Korean tourists from July 2018 to March 2019. The questionnaire was checked reliability according to Cronbach’s alpha. The analytical tools employed were a percentage, arithmetic mean, standard deviation and logit model.

Among the respondents, 50.1% (226 respondents) were male; their ages group of 20 – 30 years old (35.7%). they firstly eaten Lao food covered 33.9% (153 respondents). Sources of Lao food information for males have had experienced eaten Lao food for 26.1%. Tourists knew about Lao food before visiting Laos especially for Lao food taste covered 76.49%.

The results for behavior in eating Lao food showed that Male mostly ate Lao food at the general restaurant for 53.1%, the market for 47.8%, and restaurant for 46.8% and others for 44.9%. Male mostly eat Lao food near the place they stay for 61.4%. Male mostly decided with foreign friends for 59.3%. Male mostly selected by their income for 63.2%. Male mostly ordered by food recognition for 57%. Male eaten sausage for 64.8%. Male selected other drinks for 54.9%. Their satisfaction after eaten Lao food was in the “High” level (), and 58.1% will recommend to others.

The study result showed that Lao food was satisfactory among Korean tourists. The influencing factors were in the “Middle” level ().  It was showed that economic factor  “High”; following is Taste of food  “Middle”; following is culture  “Middle”; following is healthy factor  “Middle” and Emotion factor  “Middle”.

The results of the Binary Logit model by considering the factors of the taste of food, marketing, and advertising, health, emotion and their economic status that influences Lao food consumption for Korean tourists during their visit. Thus, the government and involved organizations should give the importance of taking those factors to develop and adjust the strategies promoting more Lao food consumption for traveling use to properly meet target groups and area contexts.