Assessing The Effect of Nutritional Knowledge on Menu Choice Decisions among Customers in Star-Rated Hotels in Nakuru County, Kenya

Abstract

Menus occupy a significant position in hotel business as they purpose to navigate customers to achieve satisfaction and exceed expectations in their food choices. Eating out has become an integral part of our modern society, and diners want to make informed choices for developing healthy eating habits that allow the body to meet its dietary needs and maintain the required weight. The main objective of this study was to assess the influence of nutritional knowledge on menu choice decisions amongst customers in star-rated hotels in Nakuru County, Kenya. The Food Choice Process Model and Theory of Planned Behaviour informed the study. The study employed an exploratory research design with a closed-ended questionnaire to collect data, which was analyzed using the Statistical Package for Social Sciences (SPSS) version 26.0, and hypothesis tested at p≤0.05. The study findings show that the knowledge explained 27.9% of the variation in customer menu choice decisions. Nutritional knowledge (β1=0.608, p=0.000) positively and significantly influenced consumer menu choice. The study concluded that customers understanding of menu information depend on their knowledge to choose and consume foods that meet their nutritional needs. The study recommends that hotels provide in-menu nutrition information to guide customers toward healthy meal choices.