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.
There is limited data and studies that have assessed the co-joint influence of social media applications, social demographic, and individual factors on guests' choice of fine dining restaurants. Previous studies have shown increased use of social media applications by consumers and subsequently influenced decision-making. Thus, need for innovation to meet consumer expectations. A mixed-method approach was used to assess co-joint factors of influence on guests' choice of fine dining restaurants in Kenya. Questionnaires were used to collect quantitative data from purposively selected guests. Data were subsequently analyzed and presented in the form of descriptive and inferential statistics. Testing of the null hypothesis was also conducted. The calculated value of R-squared implies that the remaining variations or determinants in the choice of fine dining restaurants are attributed to factors other than the composite variable. Besides the significant influence of social media applications, there are other factors attributable to guests' selection process. This study contributes to the theory of consumer behaviour in the larger hospitality and tourism industry. The study further reveals new dimensions on the selection of restaurants' products and services. In this direction, managers and owners of restaurants need to embrace more technology in their businesses.
There is limited data and studies that have assessed the co-joint influence of social media applications, social demographic, and individual factors on guests' choice of fine dining restaurants. Previous studies have shown increased use of social media applications by consumers and subsequently influenced decision-making. Thus, need for innovation to meet consumer expectations. A mixed-method approach was used to assess co-joint factors of influence on guests' choice of fine dining restaurants in Kenya. Questionnaires were used to collect quantitative data from purposively selected guests. Data were subsequently analyzed and presented in the form of descriptive and inferential statistics. Testing of the null hypothesis was also conducted. The calculated value of R-squared implies that the remaining variations or determinants in the choice of fine dining restaurants are attributed to factors other than the composite variable. Besides the significant influence of social media applications, there are other factors attributable to guests' selection process. This study contributes to the theory of consumer behaviour in the larger hospitality and tourism industry. The study further reveals new dimensions on the selection of restaurants' products and services. In this direction, managers and owners of restaurants need to embrace more technology in their businesses.
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