Food and Beverage Spending Accounts for 41% of Total Tourist Expenditures
"High Prices, Yet Satisfied" 58.6%... Anticipation for Unique Jeju Experiences
It has been found that tourists visiting Jeju spend more than 40% of their total expenditures on food and beverages. Despite ongoing controversy over high dining costs, a significant number of visitors expressed a positive response, saying they are willing to pay extra for Jeju’s unique culinary experiences.
The Jeju Tourism Organization released the “Jeju F&B (Food and Beverage) Consumption In-depth Analysis Report” on December 9. The report is based on a year’s worth of credit card consumption data in Jeju, from June last year to May this year, and also analyzes tourist surveys and online reviews.
Analysis of tourists who experienced meals in various ways during their stay in Jeju-including dining at restaurants, ordering takeout, and using delivery apps-showed that food and beverage expenditures accounted for 41% of total spending. This figure represents 52.2% of the entire Jeju food and beverage market, with domestic tourists responsible for 45.9% and international tourists for 6.3%, indicating a higher consumption ratio compared to local residents.
A survey of tourists who visited local restaurants found that 33.2% had ordered delivery food during their trip. Additionally, 59.1% of those who dined in and 73.9% of delivery app users had ordered food for takeout. This suggests that the ways Jeju visitors consume food are expanding beyond simple restaurant visits to include more takeout and delivery options.
The high demand for delivery and takeout was particularly evident among groups with limitations on restaurant use, such as travelers wishing to relax with alcohol in their accommodations, those accompanied by infants or pets, and solo travelers.
Willingness to Pay Remains High Despite Costs... Ultimately, Service Is the Key Factor
In terms of menu preferences, “raw fish” ranked first. The most important factor in choosing a restaurant was “taste,” while “atmosphere” was the top criterion for selecting a cafe. On the other hand, when expectations were not met, the biggest complaint was “price.” Specifically, 61.4% of diners, 14.3% of delivery users, and 41.1% of cafe visitors expressed dissatisfaction with prices.
Nevertheless, 68.1% responded that they would be willing to pay more if the food was something they could only experience in Jeju. Furthermore, 58.6% said they were satisfied with their dining experience, even though they considered Jeju’s dining costs to be high.
A representative from the Jeju Tourism Organization stated, “Overcharging above the listed price must be eradicated, but if the service provided matches the sales price, the controversy over dining costs will naturally be resolved. The level of service provided by Jeju residents needs to be raised even higher, beyond tourists’ expectations.”
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