Abstract: Driven by the surge of Korean cultural influence ("Hallyu"), Korean-themed restaurants are flourishing worldwide. This study investigates the motivational factors behind this phenomenon in Dasmarinas, Cavite, Philippines. Focusing on five key factors: cultural curiosity, drama attractiveness, cultural similarity, relationship factor, and viewing habit, we analyze their correlation with the rise of Korean restaurants from both consumer and entrepreneur perspectives. Utilizing a correlational research design, we employ diverse statistical methods including correlation coefficients, weighted means, frequencies, and percentages to assess the significance of each factor. This comprehensive evaluation aims to identify the most influential motivators, empowering future entrepreneurs with data-driven insights for strategic planning and successful Korean restaurant ventures.
Keywords: Consumer, Entrepreneur, Motivational Factors, Hallyu Wave.
Title: An Analysis on Motivational Factors Affecting the Rise of Korean Restaurants in the Province of Cavite
Author: Stephanie Raine M. Alvarez, Jennie B. Sacendoncillo, Angelo Joshua H. Santiago, Mary Daffodil B. Cordero
International Journal of Thesis Projects and Dissertations (IJTPD)
Vol. 12, Issue 1, January 2024 - March 2024
Page No: 29-34
Research Publish Journals
Website: www.researchpublish.com
Published date: 28-January-2024
