Antecedents of involvement in traditional food products in chinese food restaurants and its effect on customer intention

Purpose – On-site dining at restaurants can create a positive or negative feeling that affects customer attitudes, but this activity was affected by COVID-19 pandemic. After the pandemic has subsided, on-site dining behaviour began to recover, and restaurants need a competitive advantage to be successful. This study aims to analyse the factors that influence customers’ involvement with traditional Chinese food and whether this involvement with traditional Chinese food has an impact on intention to revisit and positive e-WOM. Design/Methodology/Approach – The study follows a quantitative approach based on the study’s framework. Data were collected through a survey using a purposive sampling method in five major cities in Indonesia, achieving a sample size of 221 respondents. PLS-SEM was used with SmartPLS™ version 3.3.3 to analyse the data obtained through the survey. Findings – The results show that food quality, nostalgia, convenience orientation, health involvement, involvement in luxury, and staff service have a positive relationship with involvement in traditional Chinese food, and that the involvement in traditional Chinese food itself has a significant influence on intention to revisit and positive e-WOM. Originality of the research – The study provides new insights and managerial implications for the involvement approach in the tourism industry.