Document Type

Article

Publication Date

5-2019

Journal / Book Title

Journal of Travel Reseasrch

Abstract

Purpose – The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making

a restaurant decision.

Design/methodology/approach – This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion)

on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive)   2 (distance: close,

far)   2 (occasion: casual, special) between-subjects factorial design was used.

Findings – The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation

and choice, a distance cue for willingness to drive and a dining occasion for willingness to pay.

Practical implications – This paper suggests that restaurant marketers can highlight exemplary service through online reviews, increase

profitability by promoting special occasions and geographically expand their market by attracting people to drive for a special dinner.

Originality/value – This paper evaluates the simultaneous interactive effects of multiple cues in service settings. It demonstrates that situational

cues moderate the effect of primary cues in online reviews.

DOI

https://doi.org/10.1177/0047287518773910

Journal ISSN / Book ISBN

0047-2875

Published Citation

Tanford, S., & Kim, E. L. (2019). Risk versus Reward: When Will Travelers Go the Distance? Journal of Travel Research, 58(5), 745–759. https://doi.org/10.1177/0047287518773910

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.