Acta turistica, Vol. 36 No. 1, 2024.
Izvorni znanstveni članak
https://doi.org/10.22598/at/2024.36.1.67
EXPLORING CONSUMER CHOICES IN UNBRANDED RESTAURANTS
Edgar D’Souza
orcid.org/0000-0001-9160-1431
; Goa College of Hospitality and Culinary Education, Goa, India
Sažetak
This research investigates the factors influencing the selection of unbranded restaurants, known for offering unique and authentic culinary experiences. A cross-sectional web-based survey collected data from diners frequently dining in restaurants. A sample size of 529 valid responses was employed for analysis. Exploratory Factor Analysis revealed five distinct factors. Confirmatory Factor Analysis confirmed the measurement model’s validity, supported by excellent model fit measures. Structural Equation Modeling (SEM) was used to test hypotheses, highlighting positive relationships between the choice of unbranded restaurants and factors such as ‘uniqueness and authenticity’, ‘local flavor and regional cuisine’, ‘personalized service and engagement’, and ‘escape from homogenization’. These findings offer valuable insights for unbranded restaurant managers and underscore the importance of emphasizing authenticity, personalized service, regional cuisine, and unique dining experiences. The findings offer practical implications for restaurant managers looking to differentiate themselves in a competitive market by focusing on authenticity, personalized service, and unique dining experiences.
Ključne riječi
unbranded restaurants; culinary experiences; authenticity; regional cuisine; dining experience
Hrčak ID:
318473
URI
Datum izdavanja:
27.6.2024.
Posjeta: 32 *