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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Junkyu Park & Mark A. Bonn & Meehee Cho, 2020. "Sustainable and Religion Food Consumer Segmentation: Focusing on Korean Temple Food Restaurants," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:3035-:d:343705
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    References listed on IDEAS

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    1. Chen, Lynn I-Ling & Scott, Noel & Benckendorff, Pierre, 2017. "Mindful tourist experiences: A Buddhist perspective," Annals of Tourism Research, Elsevier, vol. 64(C), pages 1-12.
    2. Nyaupane, Gyan P. & Timothy, Dallen J. & Poudel, Surya, 2015. "Understanding tourists in religious destinations: A social distance perspective," Tourism Management, Elsevier, vol. 48(C), pages 343-353.
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    Cited by:

    1. María Manuela Palacios-González & Antonio Chamorro-Mera, 2020. "Analysis of Socially Responsible Consumption: A Segmentation of Spanish Consumers," Sustainability, MDPI, vol. 12(20), pages 1-15, October.

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