Earticle

Dining space of today is simply not the place for an appetite sufficiency but a piece of rest spirit and it is becoming the space of communication in friendship planning and social. Therefore, the dining space of today was demanded inclined the function, decorate and psychological thing. The flower decoration which in dining space does a big role with decorate element is embossed, it is used widely in the dining space. According to the insufficiency of the previous studies in a flower design in a dining space, the results of this study is a limit to the analysis. In the situations which a flower design in a dining space is applied by a sense without the standards while there are not the enough definite guides about it, the constant studies and the academic theorization of the types of a flower design in a dining space are urgently needed.

Despite the economy depression, coffee shop market has grown continuously. Also various new coffee shops have been opened in every district of Korea. The coffee industry is getting bigger with high potential expectations, however due to the severe competition among the expanded number of existing domestic coffee shop and also franchises such as Starbucks. Coffee companies differentiate themselves with their own branding concept in order to hold a dominant position in this competitive industry. Even though they have their own concept and represent themselves for being different from other coffee companies, there was no consumer feedback on brand image of the concept of the coffee companies. The survey was based on the first half of 2009 coffee shop market and picked top five coffee shops from the chart with people in 10s~50s men and women living in Seoul. As a result, the factor of dining atmosphere display is the second factor after the coffee taste when customers go to coffee shops. Especially, Coffee Bean and Angel-in-Us are the best places for representing their concepts in the coffee shops. One of the noticeable results in the survey is Brand concept and Brand Image of Hollys Coffee. Hollys Coffee renewed the concept and gave changes in the shops but there wasn’t much intersection between the concepts and Brand Imaging. Therefore, there should be more research and effort of Brand Image and interchange of Brand Identity and Brand Image to hold a dominant position in the fierce competition of coffee shop industry.

A “Food Model Display” can be defined as a mocked display of food which exhibits the food’s actual traits. Food models can be seen in food courts, supermarkets, and in front of restaurants and is an effective vehicle for restaurants, chefs, and stores to promote their products. The location of display cases can play an essential role in attracting consumers, as well. Overall displays should be placed where it is convenient for consumers to quickly look and decide on a menu while walking by or waiting for their tables. As a result, it should be close to the restaurant entrance or placed by the restaurant counter. In addition, proper aesthetics should also be considered when presenting food items in a display. The food can be displayed most effectively if it is presented under careful illumination that emphasizes subjective traits such as color and other pleasant visual characteristics of the menu. This can be done by setting up halogen lamps above the displayed food to shine on its visual characteristics to stimulate consumers’ appetites. The study of Food Model Displays cannot be overlooked as it plays such a pivotal role not only as a marketing tool, but also in consumer psychology and can affect a consumer’s ultimate satisfaction of a cuisine. We must also identify present problems associated with displaying food models in order to maximize the satisfaction of the consumers and the restaurants that use them.

Food is not just to satisfy hunger and it is a value to design one’s emotion beyond standards of needs for great dish, design wonderful life style, and accept a new genre of cultures. As leisure • dining‐out culture is actually generalized, broadcasters have already aired a lot of food‐related programs right before weekend mealtime or at midnight to promote the development of food culture. In such a fiercely competitive situation where all countries focus on the development of food culture, it is firstly necessary to develop differentiated food culture with Korea’s own identity. Therefore, this study is conducted to examine Korean style with legitimacy by looking into food culture relative to court banquets of Joseon Dynasty. The reason to choose the special period of court banquets is as follows. Among numerous court banquets for 500 years of Joseon Dynasty, existent data available for data analysis and historical research are only 19 kinds. Even Euigwae made old times ago was also damaged and omitted by often wars and fire. Most of them are Euigwae related to banquets(King Injo ~ King Gojong) from 1630 to 1902, and among them schematized materials or data related to table setting are extremely limited. Hereupon, this researcher aims to investigate the foundation of legitimacy that can symbolize Korea from foreign visitors by analyzing court banquet table setting based on 10 kinds of Euigwae (King Injo 8, King Sukjong 45, King Youngjo 20, King Youngjo 41, King Jungjo 19, King Sunjo 27, King Sunjo 29, King Gojong 10, King Gojong 29, and Gwangmu 6). In addition, this researcher purposes to be satisfied by providing the primary basic data that will be suggested through analyzing and studying Euigwae data constantly.

These days when national and local competitiveness are become as core factors of cultural industry, we can know that a local food festival can be utilized as a good means to invigorate a region's economy and to inform the region. But, by repeatedly holding a festival with the same contents in directly following previous festival's format, some local food festivals are turned away from tourists. Also there are cases revealing the service spirit's lack through disorder or uncleanness in local food festivals. Therefore, this study adopted the case study method to grasp typical problems of local food festival and intended to find out some ways to promote a local food festival. This study suggests following alternatives after investigating common problems of domestic local food festivals. First, a local food festival must be directed to stimulate visitor's five senses of sight, hearing, smell, taste and touch, to give off their needs consciously and unconsciously. Namely, the local food festival's place has to induce many tourists with its distinctive attractions. Second, local governments need to develop some unique, interesting tourist products enough to remain in visitors' mind for a long time, and need to inherit and preserve their own, distinctive local foods. Third, a local food festival must set a theme well-revealing its locality, create various ideas expressing such a theme, and consider practical profit settlement. Fourth, going out of administrative institution-led festival format, each local food festival absolutely need to set a specific targets and necessary budge after comparing its relative size with others, suggest annually different events, connect such events to relevant industries, compose the events-charging organizations, establish the cooperative system among performance organizations, analyze its efficiency through measuring its festival's effects. To do so, it absolutely needs to secure enough fund for events and central government's new policy support.

This research analysed motivational factors to attend the Food and Drink Expo. A questionnaire was utilized for collecting data in Birmingham. The sample of respondents was randomly selected and total 204 questionnaires were gathered on-site. This research revealed eight push factors and four pull factors for the questionnaire. It was found that ‘to discover new trend’ and ‘to contract new products and services’ were the most influential push factors and ‘interesting exhibition programme’ was the most important pull factor. Interestingly, push factors were more important than pull factors to attract consumers of the Expo. However, there was not much significantly different between visitors and exhibitors but only two push factors differed.