A Cross Cultural Study Regarding Motivations for Visiting Ethnic Restaurants

Examining the Importance of Motivation and Its Impact on Outcome Variables in the Context of Edible Insect Restaurant

“…Sixth, nutritional value was verified as a salient motivation that influences the attitude toward visiting an edible insect restaurant, which accordingly supported the extant research (Frash et al, 2015; S. Y. Jang et al, 2019; van Huis et al, 2021).…”

“…For example, S. Y. Jang et al (2019) analyzed 308 responses from the customers dining at ethnic restaurants, and they confirmed five motivation factors, which include novelty, learning and culture, general restaurant attributes, sensory appeal, health concern, and change and escape that influence the intentions to visit ethnic restaurants. Kiatkawsin and Han (2019) articulated that the involvement and knowledge of gastronomy are the determining factors for the customers to choose luxury restaurants, which they defined Michelin-starred restaurants.…”

“…The customers' health concerns that are related to the nutritional benefits that the restaurant offered was frequently verified as one of the vital motivational factors in the empirical studies (Frash et al, 2015; S. Y. Jang et al, 2019;Shin et al, 2019). For example, Y. J.…”

“…There are many reasons why the consumers visit new restaurants, which provide an opportunity to experience a different culture, relax in other forms of the environment, and enjoy novel food (S. Y. Jang et al, 2019). Therefore, when a new type of restaurant is launched, it is very important to identify the motivation why consumers visit that type of restaurant (Shin et al, 2019).…”

“…The scholars should therefore endeavor to identify the motivations toward visiting unique restaurants, such as ethnic restaurants (S. Y. Jang et al, 2019). However, the motivations behind visiting restaurants that are specialized in edible insect are seldom explored in great depth.…”