Journal / Book Title
Journal of Travel Reseasrch
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.
Journal ISSN / Book ISBN
MSU Digital Commons Citation
Tanford, Sarah and Kim, Esther, "Risk versus reward: when will travelers go the distance?" (2019). Department of Hospitality and Tourism Faculty Scholarship and Creative Works. 19.
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