Measuring British Customers’ Motivations for Visiting Asian Restaurants

초록

Abstract Asian food has grown quickly in the international market, and it is one of the major trends in the restaurant industry, which is also often used as a way to promote national cultures by supporting and creating overseas restaurants serving own ethnic cuisines. However, there has been little empirical study to develop measurement to assess why people choose to go to Asian restaurants over other kinds of restaurants. From this point of views, this study attempted to develop a measurement scale for those motivations. Also, this study focused on Asian restaurants in the U.K., one of top five international tourism spenders. Participants were restricted to British people who have eaten in at least one of Asian restaurants such as Japanese, Chinese, Thai or Korean. Respondent rated the items using a 7-point Likert scale. The questionnaire was administered as an online survey. Total 148 valid responses were obtained. As the results, five motivational factors were found: (1) Novelty, Learning and Culture, (2) General Restaurant Attributes, (3) Sensory Appeal, (4) Health Concern, and (5) Change and Escape. Also, seventeen-item final scale was developed and confirmed with acceptable reliability and validity.

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