PRIORITIES OF CONSUMERS FOR RESTAURANT PREFERENCES: A CONJOINT ANALYSIS STUDY ON GENERATION Z

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2022-11-04 DOI:10.48119/toleho.1187392

Erkan Sezgin, Beyza Uyanik

{"title":"PRIORITIES OF CONSUMERS FOR RESTAURANT PREFERENCES: A CONJOINT ANALYSIS STUDY ON GENERATION Z","authors":"Erkan Sezgin, Beyza Uyanik","doi":"10.48119/toleho.1187392","DOIUrl":null,"url":null,"abstract":"Eating out is more essential than ever before in social life. Consumers are considering food as well as the other factors when preferring restaurants. In this particular study, Conjoint Analysis was used to determine the restaurant preferences of Generation Z who are supposed to be the largest consumer group of the future. A pre-test was addressed to 21 participants about 10 restaurant evaluation factors of the Taband scale (Sezgin, 2022), and the first three factors that were ranked the most importance were selected for the research. Finally, the first three factors that emerged as price/quality/location, food and atmosphere including 12 variables were presented to 172 Generation Z participants with 25 experimental design cards. The data obtained were evaluated with the Conjoint Analysis method and the benefit coefficients related to the factors were defined comparatively between the groups. According to the results of the study, although there are differences in the second and third preferences and rates of the groups, the atmosphere factor has always emerged as the first preference of the Generation Z.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":"7 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"African Journal of Hospitality, Tourism and Leisure","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.48119/toleho.1187392","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}

引用次数: 0

Abstract

Eating out is more essential than ever before in social life. Consumers are considering food as well as the other factors when preferring restaurants. In this particular study, Conjoint Analysis was used to determine the restaurant preferences of Generation Z who are supposed to be the largest consumer group of the future. A pre-test was addressed to 21 participants about 10 restaurant evaluation factors of the Taband scale (Sezgin, 2022), and the first three factors that were ranked the most importance were selected for the research. Finally, the first three factors that emerged as price/quality/location, food and atmosphere including 12 variables were presented to 172 Generation Z participants with 25 experimental design cards. The data obtained were evaluated with the Conjoint Analysis method and the benefit coefficients related to the factors were defined comparatively between the groups. According to the results of the study, although there are differences in the second and third preferences and rates of the groups, the atmosphere factor has always emerged as the first preference of the Generation Z.

查看原文本刊更多论文

消费者对餐厅偏好的优先级:z世代的联合分析研究

外出就餐在社交生活中比以往任何时候都更加重要。消费者在选择餐馆时，除了考虑其他因素外，还会考虑食物。在这个特别的研究中，联合分析被用来确定Z世代的餐馆偏好，他们被认为是未来最大的消费群体。对21名参与者进行了Taband量表(Sezgin, 2022)的10个餐厅评价因素的预测试，并选择了排名最重要的前三个因素进行研究。最后，我们用25张实验设计卡向172名Z世代参与者展示了价格/质量/位置、食物和氛围等前三个因素，其中包括12个变量。采用联合分析法对所得数据进行评价，并在组间比较确定各因素相关的效益系数。研究结果显示，虽然各群体的第二偏好和第三偏好以及比例有所不同，但气氛因素一直是Z世代的第一偏好。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.