This study analyzed the effect of each factor determining the image of Korean food on satisfaction and loyalty for Korean food. As a result of the analysis, it was confirmed that Korean food image factors (health promotion, hygiene, food attractiveness, nutritional balance, convenience, family orientation) had a significant effect on Korean food satisfaction. It has been proven that Korean food image factors have a significant effect on Korean food loyalty. This shows that Chinese tourists' love for Korean food is determined by these factors, and the future development direction of Korean food can be based on health promotion, hygiene, gourmet appeal, nutritional balance, convenience, and family orientation.
It is possible to establish a strategy according to the trend without being complacent with the current popularity of Korean food in the rapidly changing Chinese market after Corona 19.