Country of Origin and Diners’ Perceptions of a Cuisine: The Moderating Effects of Culinary and Institutional Factors

Abstract

This study examines the roles of country of origin in diners’ perceptions of a cuisine in relation to the moderating effects of culinary and institutional factors. Using the survey data on 247 adults in Seoul, South Korea, this study finds that the country of origin shows substantial impacts on diners’ perceptions of a cuisine. Korea, as a country of origin, functions negatively, whereas China, Japan, and France/Italy assume positive roles. Noteworthy is that the effects of the country of origin are moderated by culinary or institutional factors in accordance with a country’s context. Interestingly, in the case of Korea, where the country’s image is weak, culinary factors, such as menu development, help overcome the negative effects of the country of origin. Therefore, it is proposed that the dynamics underlying country of origin and culinary and institutional factors shape a wide range of formulae to transform diners’ perceptions of a cuisine.