Abstract

Nutraceutical restaurants providing medical and/or health benefits have become an emerging market; however, the underlying factors and the mechanism explaining dining behaviours in nutraceutical restaurants remain unknown. This study utilized a mixed-methods approach to bridge this research gap. An exploratory qualitative interview was conducted to identify the determinants of patronage behaviour at nutraceutical restaurants. We further conducted a quantitative study utilizing an extended value-attitude-behaviour model to provide quantitative evidence. The results showed that health, cultural values, and social norms significantly influenced customers’ attitudes, thus leading to their revisit intentions. Furthermore, we found a significant role of social norms in determining nutraceutical consumption. Additionally, age was found to moderate the effects of health values and social norms on revisit intention.

RAS ID

64740

Document Type

Journal Article

Date of Publication

1-1-2023

Volume

35

Issue

3

School

Centre for Precision Health / School of Business and Law

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Publisher

Taylor & Francis

Comments

Kim, J. H., Hu, F., Wen, J., & Hou, H. (2023). Understanding tourists’ dining behaviors at traditional Chinese nutraceutical restaurants. Anatolia, 35(3), 528-552. https://doi.org/10.1080/13032917.2023.2282041

Share

 
COinS
 

Link to publisher version (DOI)

10.1080/13032917.2023.2282041