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

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

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dc.contributor.authorLim, W.M.en
dc.contributor.authorTing, D.H.en
dc.identifier.citationInternational Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece-
dc.descriptionΆρθρο Συνεδρίου--ΑΤΕΙΘ, 2012-
dc.relation.ispartofInternational Conference on Contemporary Marketing Issues (ICCMI)-
dc.rightsDefault License-
dc.rightsΤο τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία-
dc.rightsThis item is probably protected by Copyright Legislation-
dc.subjectRestaurant Marketingen
dc.subjectSpecial Occasionen
dc.subjectConsumer behaviouren
dc.subjectΜάρκετινγκ εστιατορίωνel
dc.subjectΕιδική περίσταση-
dc.subjectΣυμπεριφορά καταναλωτήel
dc.titleRestaurant Marketing for Special Occasions: A Psychological Perspectiveen
heal.type.enConference presentationen
heal.recordProviderΣχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεωνel
heal.bibliographicCitationLim, W.M., & Ting, D.H., 2012, 'Restaurant Marketing for Special Occasions: A Psychological Perspective', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 337-342.en
heal.abstractAs 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.en
heal.publisherAlexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketingen
heal.publisherBucks New Universityen
heal.conferenceNameInternational Conference on Contemporary Marketing Issues (ICCMI)en
heal.conferenceItemTypefull paper-
heal.type.elΔημοσίευση σε συνέδριοel
Appears in Collections:ICCMI (2012)

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