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Appreciation to and behavior intention regarding upscale ethnic restaurants
Publikationstyp
Journal Article
Publikationsdatum
2023-01
Sprache
English
TORE-URI
Enthalten in
Volume
47
Issue
1
Start Page
235
End Page
256
Citation
Journal of Hospitality & Tourism Research 47 (1): 235-256 (2023-01)
Publisher DOI
Scopus ID
Publisher
SAGE
Appreciation is an ingredient that is essential for enhancing customers’ postconsumption service evaluations; nevertheless, few studies have explored its role in the context of ethnic restaurants. This article aims to examine appreciation’s effects on customers’ behavioral intention by first considering the cultural effects. This study develops and empirically tests a research model based on 488 questionnaires collected at an upscale ethnic restaurant in Macau. The result shows that utilitarian value, hedonic value, and cultural motivation affect appreciation positively, which in turn affects behavioral intention positively. Utilitarian value and hedonic value also affect behavioral intention directly and positively. The mediation roles of diners’ utilitarian value, hedonic value, and appreciation are also discussed. This article contributes to hospitality management theory by providing an additional insight into appreciation and suggests that, in practice, using appreciation as a business strategy could change customers’ choice.
Schlagworte
appreciation
upscale ethnic restaurants
cultural motivation
DDC Class
330: Wirtschaft