As restaurant menus play a critical role in customers' perceptions and behavioral intentions, this study examined the effect of ethnic restaurants' menus' visual appeal and informativeness on customers' perceived authenticity, quality, and desire to order. This study also examined the mediating role of the menus' informativeness between the menus' visual appeal and customers' perceived authenticity. Data were obtained from 416 customers who had visited an ethnic restaurant one month prior to the data collection. Based on the structural equation modeling results, this study found that only the menus' informativeness increased these customers' perceived authenticity. Also, the indirect effects of visual appeal on perceived authenticity through the menus' informativeness were discovered. Lastly, perceived authenticity is an antecedent of the customers' desire to order and perceived quality. These findings suggest that ethnic restaurants should carefully encourage customers to read the information provided in menus to positively increase their perception of authenticity. Theoretical and managerial implications are also provided.

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Objectives: COVID-19 has spread globally and infected millions of people, thereby restricting their movement. Quarantine hotels play an important role in protecting people from COVID-19 and contribute to a better quality of life. The objective of this study was to examine the role of quarantine hotels in providing improved quality of life through both medical and hospitality services under one roof to address the COVID-19 situation in Saudi Arabia. Methods: This study used a quantitative, cross-sectional research design. Data were collected from quarantine hotels in Saudi Arabia using a survey, and analyzed through Partial Least Square (PLS)-Structural Equation Modeling (SEM). Results: Medical service quality, financial savings and convenience had a positive effect on people's attitudes and intention to use quarantine hotels. Similarly, attitude, intention, and hospitality products had a positive effect on health behavior, which favorably affected quality of life. Conclusions: Medical service quality, financial savings, and convenience, as well as hospitality provided by quarantine hotels, have a positive role in promoting health behavior and quality of life.

Purpose This study aims to extend the theory of planned behaviour (TPB) to develop finer understanding about tourist’s attitude and intention towards visiting a politically unstable and conflict-ridden destination such as Kashmir. Design/methodology/approach A research instrument adapted from previous studies is administered on 490 tourists. The data collected is subjected to exploratory factor analysis followed by structural equation modelling using SPSS and AMOS. The study tests and validates a more robust behavioural prediction model grounded on the TPB. Findings The results of the study found that the tourists’ destination choice intention in a politically sensitive area such as Jammu and Kashmir is collectively determined by perceived destination attractiveness, perceived destination image, familiarity with place, media exposure and perceived value. However, quite interestingly, perceived risk and attitude were found to be insignificant determinants of choice intentionality. Research limitations/implications The study empirically validates extended TPB to predict tourist behaviour in a politically sensitive setting. Furthermore, the study provides vital inputs to the destination managers, policy makers and practitioners to develop strategies to enhance destination image and attractiveness. Although the study provides critical insights into the tourist’s decision-making process, nonetheless, certain limitations, such as restricted geographical approach, convenience sampling and ignoring the inter-group variations, warrant attention. Originality/value The study is essentially a pioneering effort in applying an integrated TPB model in determining destination choice intentionality in a politically sensitive region of Jammu and Kashmir. The region has the potential to be one of the best destinations in the world. Therefore, studying the tourist perceptions and attitudes and intention towards Kashmir could help the local government and other destination management organizations in charting future courses of action.

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