Restaurant Marketing for Special Occasions: A Psychological Perspective (Conference presentation)

Lim, W.M./ Ting, D.H.

As the proliferation of the foodservice industry continues to grow, consumers are now faced with a bewildering array of dining choices. Existing foodservice and hospitality literature have provided some understanding on the rational qualities that can be capitalise upon by restaurant managers and marketers to attract diners, such as price, food quality and service quality. However, there is only a certain extent for restaurants to perk up on these rational qualities to gain a competitive advantage over its competitors. Notably, price reductions and discount tactics may have reached saturation in the present time. Similarly, food quality and service quality of a restaurant can only be improved to a certain extent. Building on previous research, this study incorporates the theory of reasoned action to comprehend the deeper rationales of consumers’ evaluations to dine at restaurants during special occasions. Findings from the study suggest that consumers’ intention to dine out at restaurants during special occasions is determined by their attitude towards restaurant dining during these occasions and subjective norms. The results highlighted the importance of understanding and facilitating product and service offerings that is aligned to consumers’ culture, values, self-enhancement and gratification in creating favourable attitudes toward the idea of restaurant dining during special occasions. Implications for theory and practice are articulated, research limitations are identified, and avenues for future research are presented.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Restaurant Marketing;Special Occasion;Consumer behaviour;Μάρκετινγκ εστιατορίων;Ειδική περίσταση;Συμπεριφορά καταναλωτή
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Appears in Collections:ICCMI (2012)

Files in This Item:
File Description SizeFormat 
Lim_Ting_Restaurant_Marketing_for_Special_Occasions.pdf447.22 kBAdobe PDFView/Open

 Please use this identifier to cite or link to this item:
  This item is a favorite for 0 people.

This item is licensed under a Creative Commons License Creative Commons