Food safety in restaurants: The consumer perspective

The study aimed to reveal the indicators that consumers in Mainland China employ to evaluate food safety level of restaurants and find how the use of them varies across consumer subgroups. A national survey was carried out and 1076 respondents completed questionnaires which consisted of 33 questions. The results showed that the consumers preferred to assess a restaurant’s food safety level based on “sensory perception of food” and “restaurant environment”. Although official inspection certificate is one of the reliable indicators, the consumers seldom use it. Furthermore, consumers from different subgroups used different indicators. The females were much more finicky – they employed more indicators to protect them from unsafe restaurants. These results demonstrated a need for better education to create discerning consumers to expel those that fail to deliver safe food. Restaurants can rely on the results to develop effective marketing communication to match the consumers’ decision attributes.     

The effect of 99-ending calories and anticipated guilt on restaurant menu development strategy

This study focused on the “just below calorie labeling (e.g., 199 vs. 200)” effect on consumers’ responses to purchasing indulgent foods. Based on the price context (e.g., $10.00 vs. $9.99), this study conducted a scenario-based online survey and found the interaction effect between anticipated guilt and the left-digit calorie effect to predict restaurant consumers’ choice of indulgent foods (i.e., hamburger advertisement with its calorie information, such as 399 vs. 400). The empirical findings showed that the calorie amount manipulation led to different levels of anticipated guilt for ordering the food and beliefs in the food’s calorie information (i.e., 399 < 400 calories) regardless of consumers’ level of health-related personal value.     

Sustainability communication: The effect of message construals on consumers’ attitudes towards green restaurants

As consumer preferences for environmentally conscious products have intensified in recent years, scholars have begun to more deeply explore the complex relationship between green practices and consumer behavior in the hospitality industry. Recently, this stream of research has been extended to the restaurant industry where consumers have become increasingly concerned about corporate social responsibility in general, and sustainable operations in particular. However, while there is general agreement about the importance of promoting a company’s sustainability message from a consumer marketing standpoint, an essential underlying question remains unanswered: What is it about sustainability messaging that leads to positive consumer attitudes? The purpose of this research is to explore this question via the complementary theoretical perspectives of construal level theory and information processing theory. Data collected from a sample of restaurant consumers in the United States suggest that consumers process information differently according to variations in the construals of a company’s sustainability message. The results indicate that messages congruent with the consumer’s perception of sustainability result in a more positive attitude toward the company.     

Consumer Responses to Scarcity Appeals in Online Booking

Scarcity appeals, highlighting a product or a service is scarce due to “high demand” or “limited supply,” are ubiquitous in the travel industry. However, all scarcity appeals are not equally effective in persuading consumers. The current research investigates the joint effects of scarcity appeal type (demand-framed vs. supply-framed) and consumers’ sense of power on purchase intention in the online booking context. The results show that the demand-framed (vs. supply-framed) scarcity appeal leads to higher purchase intention among consumers with a high sense of power, whereas such a difference is attenuated among consumers with a low sense of power. Furthermore, mediation analysis reveals that perceived risk is the psychological mechanism underlying these effects. Managerial implications for online booking platforms are discussed.     

An exploration of the substitutions of British pub consumers during the COVID-19 crisis

This research draws on substitution theory to understand how British pub consumers describe their substitutions in the context of the COVID-19 pandemic crisis. A two-stage research method design is adopted, with an exploratory netnography stage followed by 13 semi-structured interviews to gain a deeper insight. Five themes emerge that are either direct substitutions for the physical closing of the pub venues (online social drinking and pub-dating alternatives), or they were indirect effects of the substituting venues (in-the-home drinking, different drinks in the home and no work-related substitutions). The findings show that drinking in pubs is a functional as well as a symbolic act. Key stakeholders are recommended to remain in contact with customers through blended online and offline activities to help keep the pubs relevant to them. This will benefit the pub sector long after the COVID-19 pandemic crisis.     

A construal level view of contemporary heritage tourism

Psychological distance is “a subjective experience that something is close or far away from the self, here, and now” (Trope & Liberman 2010, p. 440). This research investigates heritage tourism from the perspective of Construal Level theory, which postulates that individuals mentally represent objects and events by adopting either low or high construal levels. We show that heritage tourism leads tourists to adopt a higher psychological distance and therefore a higher construal level. In turn, this higher construal negatively affects destination loyalty and perceived uniqueness. However, authenticity and engagement moderate the heritage–construal relationship, counterbalancing the higher psychological distance induced by heritage. We explore these relationships in two studies focusing on contemporary heritage sites. This further allows to compare visitors’ mental representations of the experience, based on their memory type. The paper concludes by addressing implications for theory and practice.     

The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic

As COVID-19 escalated globally in 2020, mandated suspension of dine-in services was instilled to control virus transmission. Restaurants lost billions of dollars, millions experienced severe employment changes, and numerous small restaurants closed. For those remaining in business, converting to online food ordering was essential. Unique to the food ordering setting, this study extended the Stimulus-Organism-Response model to predict the purchase intentions of participants in an online food ordering context. Using structural equation modeling, this study discovered the indirect effects of the menu’s visual appeal and informativeness, and the perception of COVID-19 risks on consumer purchase intentions. This causal relationship was significantly mediated by consumers’ desire for food and their perceived convenience of online food ordering. Through providing theoretical and managerial implications for how to identify appropriate products, utilize content marketing effectively, and attract new customers, this study could assist restaurants in adapting to remaining competitive, even post COVID-19.     

Mr. Potato Head fights food waste: The effect of anthropomorphism in promoting ugly food

Ugly food refers to vegetables and fruits that are oddly shaped, colored, or sized. Ugly food is typically thrown out, which represents a significant amount of food waste. This study aimed to identify effective ways to promote ugly food consumption by analyzing the relative persuasiveness of advertisements in terms of three variables: anthropomorphism (anthropomorphic vs. non-anthropomorphic), temporal framing (near future vs. distant future), and message framing (loss vs. gain). The results showed that anthropomorphism and distant future messages have a significant positive influence on consumers’ purchase intentions toward ugly food. This finding confirms that there is a significant matching effect between temporal distance and loss-/gain-framed messages on consumers’ purchase intentions toward ugly food. Additionally, this matching effect between temporal distance and loss-/gain-framed messages varies depending on the level of anthropomorphism present in the messages. The study also provides implications for effective marketing communication in the context of ugly food promotion in the foodservice industry.     

The differential motivation and context effects of cause-related marketing in the hotel industry: The moderating role of consumption value

This study examined the effects of cause-related marketing (CM: when the consumer is both a donor and a buyer) on the hotel industry. It suggests that based on the double-entry bookkeeping model in which consumers consider the benefits and costs of CM products, two kinds of strategic CM messages were proposed: “benefit-focused” and “cost-focused.” The findings consequently showed that, for hedonic consumption, consumers have a higher intent to recommend CM products when they receive benefit-focused messages as compared to cost-focused messages; however, the opposite was found for utilitarian consumption. Additionally, factors that motivate consumers to choose CM products were investigated. Specifically, with regard to intent to recommend CM products, the respective mediating effects of guilt and “warm glow” on the interaction between message focus and consumption value were examined. Consequently, warm glow, but not guilt, showed a significant mediation effect in this regard.     

Can message framings influence air passengers’ perceived credibility of aviation voluntary carbon offsetting messages?

Abstract

Past literature has identified low purchase rates of aviation voluntary carbon offsetting (VCO) schemes. A lack of credibility of such schemes has been identified as a key obstacle, yet little attention has been given on how to enhance perceived credibility. Using communication theory, this study examines effects of message framing on consumers’ perceived credibility of aviation VCO messages. Data were drawn from a representative sample of 1680 Australians. The results revealed that spatial distance framing influences air passengers’ perceived credibility of aviation VCO messages. Messages focusing on the influence of VCO programs on the environment of a local community obtain higher perceived credibility than those located in other countries. The study also found the interaction of spatial and temporal distance framing effects were different based on consumers’ past purchase experience. The findings suggest how airlines should design messages and refine them based on consumers’ past experience of aviation VCOs.     

To survive or to thrive? China’s luxury hotel restaurants entering O2O food delivery platforms amid the COVID-19 crisis

COVID-19 presents luxury hotels with an unenviable task of maneuvering to secure survival. One of the contingency measures of China’s five-star hotels is to salvage revenues by entering online-to-offline (O2O) food delivery platforms. However, both opportunities and risks will ensue. Study 1 has content analyzed customer reviews on the largest O2O food delivery platform in China to probe the key factors of concern. The results show that taste, freshness, and brand credibility remain salient, as in dine-in experiences, while packaging and delivery quality emerge as a result of the integration of the O2O platform, and hygiene due to the COVID-19 pandemic. Interestingly, interaction quality between restaurant staff and customers still plays significant roles with the online channel. Study 2 has further deepened the understanding of luxury restaurants’ O2O services through semi-structured interviews with F&B professionals. The results have paved the way for hotel operators to employ tactics on O2O platforms.     

Afraid to travel after COVID-19? Self-protection,coping and resilience against pandemic ‘travel fear’

COVID-19 has generated an unprecedented level of public fear, likely impeding tourism industry recovery after the pandemic is over. This study explores what trigger the public's pandemic ‘travel fear’ and how people impose self-protection, coping and resilience related to travel. The study integrates theories including protection motivation theory, coping and resilience theories to address the research aim. Using a quota sampling, an online survey of 1208 respondents across mainland China was conducted. Results found that threat severity and susceptibility can cause ‘travel fear’, which leads to protection motivation and protective travel behaviors after the pandemic outbreak. Findings also revealed that ‘travel fear’ can evoke different coping strategies, which increases people's psychological resilience and adoption of cautious travel behaviors. Several strategies are provided on how to mitigate people's ‘travel fear’ and encourage travel in a post-COVID-19 world.     

Exploring air travellers’ voluntary carbon-offsetting behaviour

This paper advances understanding of consumers who purchase voluntary carbon offsets (VCOs) for flights by profiling the socio-demographic characteristics of VCO purchasers in Australia and the UK and investigating their environmental attitudes and beliefs. Earlier research shows that there is confusion and lack of clarity around VCO schemes, yet small numbers of consumers continue to purchase them. Using an online panel survey of 502 respondents, this research considers whether those who purchase VCOs can be considered to be ecocentric, and whether they share a similar socio-demographic profile with those engaging in other forms of pro-environmental behaviour. The results suggest three groups: “Ecocentrics” (36%), “Middle of the Road” (31%) and “Anthropocentrics” (33%). While VCO purchasers appear to be ecocentric, not all ecocentric respondents purchased VCOs and, additionally, those who did purchase, appear to have a different socio-demographic profile from others engaging in pro-environmental behaviour. The study suggests that this segment of the flying public, already willing to contribute towards climate change mitigation, may be the best segment to target with behavioural change messages intended to encourage the structural changes in travel choices required to mitigate climate change. Earlier suggestions that older females are more likely to purchase VCOs are not supported.     

Self-determined travel facilitation with mental construal priming

In order to encourage people with mobility impairments (PwMI) to become active tourists, it is crucial to enhance their self-determination for overcoming travel constraints. This study proposes mental construal priming as a relatively efficient approach to facilitating self-determined travel pursuits among PwMI. Two pretest-posttest web-based experiments within the context of accessible and inaccessible service support the construal-facilitating effect on self-determined travel motivations, particularly through moderating the relationships between autonomy/competence satisfaction and self-determined motivations. This study offers theoretical implications by bridging construal level theory and self-determination theory, and introduces a new perspective of utilizing mindset intervention to cultivate travel motivations. The context-based adoption of different construal priming programs is recommended to maximize facilitation effectiveness.     

Food,place and authenticity: local food and the sustainable tourism experience

In recent years, attempts to improve the economic and environmental sustainability of both tourism and agriculture have been linked to the development of “alternative” food networks and a renewed enthusiasm for food products that are perceived to be traditional and local. This paper draws on research from two UK regions, the Lake District and Exmoor, to argue that local food can play an important role in the sustainable tourism experience because it appeals to the visitor's desire for authenticity within the holiday experience. Using evidence from qualitative interviews with tourists and food producers, the paper records ways in which local foods are conceptualised as “authentic” products that symbolise the place and culture of the destination. By engaging with debates surrounding the meaning of locality and authenticity, the paper challenges existing understandings of these concepts and offers a new way forward for tourism research by arguing that “local food” has the potential to enhance the visitor experience by connecting consumers to the region and its perceived culture and heritage.     

Understanding responses to posted restaurant food safety scores: An information processing and regulatory focus perspective

Ensuring the safety of food served in restaurants continues to be an essential issue in the hospitality industry. An important part of the efforts to stem the outbreak of foodborne illnesses are the mandatory inspections of any entity that serves food to the public. Unfortunately, while posting food safety scores is intended to help consumers make better dining choices, interpreting these scores can often be difficult and confusing. The purpose of this study is to use information processing theory as a framework to investigate how consumers evaluate food safety inspection scores. To achieve this goal, this research provides an account of the effect of food safety concern on consumers’ attitudes toward restaurants under conditions of both positive and negative health inspection results. The results identify a moderating effect of health score in the formation of consumers’ attitudes toward restaurants. The downstream effects on expected satisfaction and behaviors are also established.     

Restaurants and COVID-19: What are consumers’ risk perceptions about restaurant food and its packaging during the pandemic?

The COVID-19 pandemic and subsequent U.S. in-restaurant dining restrictions deleteriously affected the restaurant industry. While dining restrictions were adopted to prevent human contact, evidence suggests that consumers may mistakenly perceive that restaurant "food" and its "packaging" are risky sources of COVID-19. To explore consumers' COVID-19 risk perceptions about food itself, restaurant food specifically, and restaurant food packaging, this study collected nationwide U.S. consumer survey data (n = 958) using an online consumer panel. Findings showed that: (1) consumers were less concerned about contracting COVID-19 from food in general than restaurant food and its packaging, with consumer restaurant concern highest for food served in restaurants, and lowest for hot/cooked restaurant food followed by restaurant food from carry-out; and (2) the risk perceptions of consumers varied with financial concern for food, gender, and being in a high-risk category of COVID-19. Implications for researchers, restauranteurs, government, and food safety professionals are discussed.     

Saluting while the ship sinks: the necessity for tourism paradigm change

The established mindset underpinning tourism planning, development and research is under attack from many quarters on the grounds that “business as usual” seems impossible to reconcile with sustainability. The paper first highlights key characteristics of the prevailing paradigm associated with tourism industry expansion globally. It then identifies common elements of an alternative “sustainable futures” paradigm, contrasting its features with those of the established paradigm in relation to seven fundamental elements: neo-liberalism, anthropocentrism, shareholder orientation, growth, price, space and promotion. Next, the paper identifies the implications of the alternative paradigm in terms of the underpinning mindset (attitudes and behaviours) of major tourism stakeholders. Pathways to facilitate the transition to the new sustainable futures’ paradigm are identified. The paper concludes with reflections on the power of the new paradigm, and its implications for a global sustainable tourism research and action agenda.     

Exploring user-generated content related to dining experiences of consumers with food allergies

The purpose of this research was to explore and assess factors influencing perceptions of consumers with food allergies toward restaurants when accommodating allergen-free requests. Mixed approaches, including big data analytics (i.e., topic modeling), content analysis, and multiple regression analyses were performed to analyze user-generated reviews for restaurants listed on AllergyEats.com, an information-sharing platform for consumers with food allergies. Among the 40 topics identified, “knowledgeable staff” was the most prevalent topic. Results of topic correlation analyses revealed five groups of topics: customized orders, efforts of staff, menu options, fried foods and oil, and communication with shared latent features. Four topics in the group of “efforts of staff” had the highest positive impact on restaurant ratings, while two topics in the group of “communications” had the strongest negative impacts. Foodservice managers and educators may use the results of this study to better accommodate consumers with food allergies and develop appropriate training programs.