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Title: American theme restaurants : a study of consumer's perceptions of the important attributes in restaurant selection
Authors: Heung, VCS
Keywords: American theme restaurant
Restaurant selection
Hong Kong
Issue Date: 2002
Publisher: Routledge, Taylor & Francis Group
Source: Asia Pacific journal of tourism research, 2002, v. 7, no. 1, p. 19-28 How to cite?
Journal: Asia Pacific journal of tourism research 
Abstract: In recent years, a number of American theme restaurants have established in Hong Kong. Keen competition exists for this type of restaurants. Customers who visit this type of restaurant seem not only to enjoy their food but also to enjoy their environment. However, little is known about what customers expect and how they select this type of restaurant. In order to have an understanding of customers’ behaviour in relation to the customers’ perceptions of important restaurant attributes in selecting an American theme restaurant in Hong Kong, a study was conducted. The results indicated that ‘Food quality’, ‘Servers’ attitude’, ‘Value for money’, ‘Atmosphere’ and ‘Word‐of‐mouth’ were the five important restaurant dimensions as considered by consumers in selecting an American theme restaurant. Customers for this type of restaurant are likely to be professionals, highly educated and belong to the middle‐income group in the society. Customers usually go to the American theme restaurants for meetings, fun and enjoyment. Marketing implications and directions for future studies are discussed.
ISSN: 1094-1665
EISSN: 1741-6507
DOI: 10.1080/10941660208722106
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