Foreign travelers’ satisfaction with traditional Korean restaurants

Despite the tourism growth in Korea, foreign travelers remain dissatisfied with Korean restaurants. Accordingly, this research investigates the factors influencing foreign travelers’ satisfaction with traditional Korean restaurants. Using a modified SERVQUAL scale, three dimensions of service quality (‘intangibles’, ‘tangibles’, and ‘food’) as well as expectation and value for money appear to positively influence foreign travelers’ satisfaction with traditional Korean restaurants. In turn, foreign travelers’ satisfaction has a positive influence on both their intention to revisit and their intention to recommend. The results of this study are useful to help restaurants develop strategies to strengthen foreign travelers’ satisfaction with their experience at traditional Korean restaurants.

► Modified SERVQUAL scales were investigated for foreign travelers in Korean restaurants.
► Korean food menus should be better designed to inform foreign customers more effectively.
► ‘Value for money’ was the most important antecedent affecting foreigners’ satisfaction.