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.
Document Type
Journal Article
Date of Publication
1-1-2023
Volume
35
Issue
3
Publication Title
Anatolia
Publisher
Taylor & Francis
School
Centre for Precision Health / School of Business and Law
RAS ID
64740
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
First Page
528
Last Page
552
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