Sustainable and religion food consumer segmentation: Focusing on korean temple food restaurants

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.