Online from: 1989
Subject Area: Tourism and Hospitality
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|Title:||The role of involvement and variety-seeking in eating out behaviors|
|Author(s):||Srikanth Beldona, (University of Delaware, Newark, Delaware, USA), Andrew P. Moreo, (Culinary Institute of America, Hyde Park, New York, USA), Gokul Das Mundhra, (University of Delaware, Newark, Delaware, USA)|
|Citation:||Srikanth Beldona, Andrew P. Moreo, Gokul Das Mundhra, (2010) "The role of involvement and variety-seeking in eating out behaviors", International Journal of Contemporary Hospitality Management, Vol. 22 Iss: 3, pp.433 - 444|
|Keywords:||Catering industry, Consumer behaviour, India|
|Article type:||Research paper|
|DOI:||10.1108/09596111011035990 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – Eating out behaviors vary from one individual to another. However, there is no conceptually underpinned typology to explain this phenomenon effectively. This paper aims to develop a conceptually underpinned typology of eating out attitudes and to distinguish differences based on demographics and actual eating out behaviors.
Design/methodology/approach – This study proposes a typology using a 2×2 matrix (high and low levels of involvement and variety seeking) and uses multinomial logistic regression to examine differences between the four groups.
Findings – Age, education, the breadth of culinary exposure, and the extent of eating out are significant differentiators between the four eating out attitudes.
Research limitations/implications – The typology can be investigated in cross-cultural contexts to expand the understanding of eating out behaviors underpinned by involvement and variety seeking. Both restaurants and destination marketing organizations can use the typology to better understand their customers and build effective communication and product mix strategies.
Originality/value – The paper is the first in the restaurant marketing literature to examine and explain the roles of two important and highly relevant consumer behavior constructs: involvement and variety seeking. Additionally, the study provides key insights pertinent to the fast growing Indian market.
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