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  • 소비자가 기대하는 차(茶)전문점의 이미지
  • Consumer Expectations on Image of Tea house - Focused on Take-out Tea Houses -
저자명
장경미,유가효
간행물명
푸드아트테라피
권/호정보
2012년|1권 1호(통권1호)|pp.93-128 (35 pages)
발행정보
한국푸드아트테라피학회|한국
파일정보
정기간행물|KOR|
PDF텍스트(0.57MB)
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영문초록

The purpose of this study is to identify the image of tea houses which consumers expect for activating take-out tea houses that harmonize with a modern lifestyle. I researched consumers' definition of tea, concern over tea culture, experience and image of traditional Korean tea houses, need for take-out tea houses and preferred image. A subject of this study was a main customer group of take-out tea houses consisting of women in their 20s and 30s who live in Daegu. This study employed a qualitative research method using focus group interviews which offer more diverse and detailed information regarding attitude and perception. The results could be summarized as follows: First, general perception of tea was defined in a broad sense and coffee was usually the most preferred among broad kinds of tea. The second preferred was green tea bags which are easy to brew and drink. Second, in a narrow sense, perception of tea was positive because tea is generally regarded as good for health and to help feel calm and relaxed. However, there was also negative perception because it is troublesome to brew tea. Third, for perception of tea culture, it was recognized that it is possible to be interested in tea culture when people can afford it mentally and financially. It revealed a stronger tendency for those who haven't attended tea culture instruction programs. Fourth, experiences with traditional Korean tea houses differed according to age. Access to image of traditional Korean tea houses was not easy, however, it showed negative perception that the tea houses have a closed atmosphere. Last, focused on preferred image of tea houses that modern consumers expect, this study concluded that the preferred image is a bright and clean atmosphere. It was also required to make a variety of menus which are good for health. Improving accessibility of tea houses in everyday life through franchise operating systems was also emphasized.

목차

Ⅰ. 서 론
Ⅱ. 선행연구
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 제안
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