An Analysis of Strategies and Attitudes Toward Naming of Korean and Thai Restaurants

Abstract

This research aimed to analyze and compare Korean restaurants' naming strategies and attitudes in Bangkok and Thai restaurants in Seoul. The research methodology employed a qualitative approach. The data collection of the names was from 50 Thai restaurants in Seoul and 50 Korean restaurants in Bangkok. The results identified three naming strategies for Korean and Thai restaurants: language and writing style, grammatical structure, and semantic viewpoint. Naming attitudes for Korean restaurants in Bangkok emphasized words conveying deliciousness, the atmosphere of Korea, and entertainment to enhance enjoyment. In contrast, Thai restaurants in Seoul focused on words related to deliciousness and culture to emphasize Thai culture and identity. This research improves understanding of restaurant naming strategies and attitudes in a cross-cultural context, linking theory and practice in the restaurant business, promoting cultural exchange, and supporting the development of multinational enterprises.