FACTORS AFFECTING DEMAND OF THAI PEOPLE IN BANGKOK AND SUBURBAN AREA FOR STUDYING KOREAN COOKING CULTURE

Abstract

There are two major purposes of this research. The first is to inform about factors affecting demand of Thai people in Bangkok and suburban area for studying of Korean cooking culture. The second is to give suggestion for teaching quality improvement in Korean cuisine of cooking school including the way for improving business plan of cooking school such as duration of class and tuition fee. The sample groups used in the research are males and females who teach/take Korean cuisine course in Korean cooking schools. The result of in-depth interview can be separated by the sample group - instructors and students. Group of instructors shows that the main purpose from majority of their students is the business enhancement. Most students think that it is unnecessary to use Korean original ingredient but they can adjust the taste for Thai customers. Another sample group is students which will be divided into two groups. The first group is students from the 1st and 2nd schools who paid for the tuition fee. The second group is students from the 3rd school who did not pay for the tuition fee. The study shows that students from the first group have the aim to run restaurant business and to apply the knowledge in the business. There are only 2 students from the second group which have the same aim. The majority of students from the second group have many different reasons for studying Korean cuisine. For example,a student whose husband is Korean has studied so she can cook for her family at home, some have learned for further study about Korean culture, some have learned because there is no tuition fee. It is interesting that most students like the way they can cook Korean cuisine with local ingredients and the food can be adjusted to Thai taste. There is only one student who came to study because of traditional Korean cooking style.