International Journal of Research Studies in Management
Special Fall Issue of Tourism Educators and Movers of the Philippines
2021 Volume 9 Issue 3
Available Online: 2 October 2021
Author/s:
Liu, Yuanbing
Hunan University of Arts and Sciences, China (344342381@qq.com)
Felicen, Sevillia S.*
Lyceum of the Philippines University-Batangas, Philippines (sevillafelicen@yahoo.com; ssfelicen@lpubatangas.edu.ph)
Abstract:
A national cuisine plays the most important role in the cultural factors of national identity. More specifically, it identified the profile of the; determine the customers dining experiences in terms of authenticity, restaurant design and atmospherics, quality and range of menu, service delivery, and price; identify factors that motivate the consumers to dine in an authentic ethnic Asian cuisine restaurant in terms of the push and pull factors; to test the significant difference between the preferred authentic ethnic Asian cuisine restaurant and dining experiences when grouped according to their preferred authentic ethnic Asian cuisine restaurant. Descriptive method was used to investigate 62 ethnic restaurants and more than 500 customers in Changde City. Frequency, percentage, weighted mean, ranking and ANOVA was the statistical test used. Based on the result, the following findings were found, consumers believe that customers’ dining experience in ethnic cuisine restaurants is very important in terms of menu quality and scope, service delivery, price, restaurant atmosphere and authenticity. They highly give importance on the value of money, convenience or accessibility, and the location of the restaurant as driving factors; Respondents agreed on customers’ behavior towards their authentic Asian food restaurant experience in terms of patronage intention, personal level and behavioral intention; When grouped by age, frequency of visits, and preference for Asian cuisine, there were significant differences in customer evaluation of dining experience in terms of authenticity, restaurant atmosphere, quality and range of menu, service delivery, and price.
Keywords: ethnic restaurants, dining experience, atmosphere, authenticity, customers’ behavior
DOI: https://doi.org/10.5861/ijrsm.2021.m7723
Cite this article:
Liu, Y., & Felicen, S. S. (2021). Customer dining experience among ethnic Asian cuisine restaurant in Changde City, China. International Journal of Research Studies in Management, 9(3), 121-132. https://doi.org/10.5861/ijrsm.2021.m7723
*Corresponding Author