Comparison of localized and foreign restaurant brands for consumer behavior prediction |
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| Institution: | 1. Department of Tourism Management, National Kaohsiung University of Science and Technology, No. 415, Chien Kung Road, Kaohsiung, 807, Taiwan, ROC;2. Leisure & Recreation Administration Department, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan County, 333, Taiwan, ROC;3. Department of Business Strategy and Innovation, Griffith Business School, Griffith University, 170 Kessels Road, Nathan, QLD, 4111, Australia;4. Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, No.510, Zhongzheng Rd., Xinzhuang Dist., New Taipei City, 242062, Taiwan, ROC;1. The David D. Reh School of Business, Clarkson University – Capital Region Campus, Schenectady, NY, 12308, 518-631-9888, USA;2. The David D. Reh School of Business, Clarkson University, Potsdam, NY, 13699, 315-268-2300, USA;1. United Arab Emirates University, United Arab Emirates;2. United Arab Emirates University, P.O. Box 15551, Al-Ain, United Arab Emirates;3. Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;4. University of Sadat City, Sadat City, Menofia, Egypt;5. Faculty of Tourism and Hotels, University of Sadat City, Egypt;6. College of Business Administration, Jazan University, Saudi Arabia;1. Department of Management, Università Politecnica delle Marche, Piazzale Martelli Raffaele, 8, 60121, Ancona, Italy;2. Department of Information Engineering, Università Politecnica delle Marche, Via Brecce Bianche 12, 60131, Ancona, Italy;1. École de gestion, Université de Sherbrooke, Sherbrooke, QC, J1K 2R1, Canada;2. Montpellier SupAgro, 2 place Viala, 34060, Montpellier France;3. Université Pierre Mendès-France, BP 47, 38040, Grenoble Cedex, France;1. Brandon University, Brandon, Manitoba, R7A6A9, Canada;2. Department of Marketing, School of Business, University of Queensland, St Lucia, QLD, 4067, Australia |
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| Abstract: | This study used two comparison studies to examine the potential brand perception of localized and foreign restaurants to predict consumer behavior. A total of 680 participants (e.g., 318 foreign restaurant customers and 362 localized restaurant customers) were included to discover and confirm the causal relationships among the quality of food and meals, environmental evaluation, willingness to pay more, and recommendations. Our study of foreign restaurant brands (Study 1) found that food and meals may indirectly affect the willingness to pay more and recommendations through providing a friendly environment. The destination's moderating role is also confirmed. Additionally, our study of localized restaurant customers (Study 2) identified the mediating roles of risk evaluation and willingness to pay more, which link the relationship between food and meals and recommendation behavior. Furthermore, destination trust was found to strengthen the relationship between risk evaluation and willingness to pay more. |
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| Keywords: | Food quality Environmental evaluation Willingness to pay more Destination image Destination trust Recommendation |
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