Korean cuisine is very popular ethnic food category in Vancouver and other cities. However, little is known about what motivates people to dine at Korean restaurants. This study explores the motivational factors that drive Gen Z post-secondary students to visit Korean restaurants in Metro Vancouver in the Fall of 2024. The research uses a qualitative approach and case study methodology, applying a theoretical framework to identify the factors influencing travelers' food consumption (Mak, 2012). Semi-structured interviews were conducted with eight post-secondary students, and secondary data was gathered from relevant online reviews and social media posts. The findings revealed that the motivations for visiting Korean restaurants are complex. Across five main themes adapted from the theoretical framework, 15 distinct factors were identified. The study also makes recommendations to inform ethnic restaurant management, and to guide future research in this area of tourism studies.
