Abstract
This study is to explore the structural relationships among experiential value of Korean food, Korean food image, behavioral intentions on Korean food, and Korean national image, for Vietnamese locals. Data were collected from 258 Vietnamese locals, combining online and field survey. The findings are as follows. First, CROI(customer return on investment), playfulness and service excellence dimensions of experiential value positively affect Korean food image. These experiential value dimensions of Korean food can improve Vietnamese locals’ Korean food image. But aesthetics dimension of experiential value does not affect Korean food image. Second, Korean food image influences on both the behavioral intentions on Korean food, and Korean national image. Results suggest that positive experiential value of Korean food does not only increase sales of Korean food in local, but also enhance the Vietnamese locals’ Korean national image. Implications and limitations are also discussed.
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