The main purpose of this research was to determine the moderating influence of social demographic factors on guests’ choice of fine dining restaurants. A mixed-method (concurrent nested) was used to do the survey. Simple random sampling technique was used to select the study units while convenient sampling technique was used o pick the respondents. Quantitative data were analyzed using SPSS version 22 to generate descriptive statistics, inferential, statistics, and regression analysis. The study established that social demographic significantly influences guests’ choice of fine dining restaurants. Also revealed, was that the composite of social demographic factors is another independent variable and not a moderating variable. The study findings encourage Managers and owners of fine dining restaurants to include infrastructure that enables guests to use social media applications. This study contributes to the understanding of theories of consumer behavior in the perspective of fine dining restaurants. Also provided is knowledge for sharing with stakeholders and for policy developments.
The paper innovates on the existing literature and field data by assessing the socio-economic factors influencing the enrolment decisions of students, to tourism programs among 12 selected Kenyan public universities. The study uses a descriptive design. A structured questionnaire and an interview guide were used to gather data from 192 students and 12 departmental heads. The study used a multi-sampling technique; purposive sampling was adopted to select the universities, while simple random sampling was used to determine students pursuing a degree in tourism management. Data collected were analyzed using SPSS. A structural equation model was used for data analysis, following exploratory factor analysis and confirmatory factors analysis. The logit regression results reveal the existence of a statistically significant relationship between socioeconomic factors and students’ choice to enroll in tourism programs. The most important reasons influencing the student’s tourism degree choice are tuition fees, employment prospects, and parents/family background. The study recommends that education practitioners, scholars, governments, and private sectors allocate resources and dedicate efforts to improving and tourism awareness among high school students. Future research should investigate the same study variables using longitudinal and in-depth approaches to minimize generalizability concerns related to the study findings.
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