A creative-mix or variety-mix fusion experience? Examining marketing strategies for ethnic fusion restaurants |
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| Institution: | 1. Department of Nutrition and Public Health, School of Health Sciences, Merrimack College, North Andover, Massachusetts;2. Department of Nutrition, Harvard T.H. Chan School of Public Health, Boston, Massachusetts;3. Department of Allied Health Sciences, University of Connecticut, Storrs, Connecticut;4. UConn Rudd Center for Food Policy & Obesity, University of Connecticut, Hartford, Connecticut;5. Department of Nutrition and Public Health, School of Health Sciences, Merrimack College, North Andover, Massachusetts;6. Department of Epidemiology, Harvard T.H. Chan School of Public Health, Boston, Massachusetts;7. Channing Division of Network Medicine, Department of Medicine Research, Brigham and Women''s Hospital, Boston, Massachusetts;8. Harvard Medical School, Boston, Massachusetts;9. Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, Boston, Massachusetts;10. Boston College School of Social Work, Chestnut Hill, Massachusetts;11. Office of the Provost, Johnson & Wales University, Providence, Rhode Island |
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| Abstract: | According to the National Restaurant Association, ethnic fusion cuisine is identified as a top food trend for the next decade. To that end, it is important for hospitality researchers and practitioners to understand consumer behavior in this fast-growing sector and derive appropriate marketing strategies for fusion restaurant brands. The present research examines the joint effects of fusion type (creative-mix vs. variety-mix), restaurant price tier (high vs. low), and cuisine compatibility (high vs. low) on consumers’ judgments and decision-making processes. The results show that ethnic fusion restaurants in the higher-price tier will generate higher levels of perceived chef expertise and visit intention through the creative-mix strategy, regardless of cuisine compatibility. However, ethnic fusion restaurants in the lower-price tier will generate higher levels of perceived chef expertise and visit intention through the variety-mix strategy only when cuisine compatibility is high. Implications for marketing ethnic fusion restaurants are discussed. |
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| Keywords: | Ethnic dining Fusion Restaurant marketing Consumer behavior Experimental design |
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