Project Management Plan for Restaurant

2935 Words Jun 8th, 2013 12 Pages
International Journal of Tourism Sciences, Volume 11, Number 1, pp. 75-94, 2011 Tourism Sciences Society of Korea. All rights reserved.

Monitoring Consumer Attitudes in Hospitality Services: a Market Segmentation

Vera Toepoel∗
Tilburg University

ABSTRACT : This research examines the development of a hospitality monitor in the Netherlands to map consumer attitudes and assist hospitality organizations in designing effective market strategies to attract, satisfy, and retain consumers. A factor analytic approach revealed that there were different consumer segments based on identified attitudes in the hospitality industry, developing their hospitality selection on different attributes of hospitality services. This requires specific
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These experiences may best be described by multi-attribute models (Mowen and Minor, 1998). These models identify how consumers combine their beliefs about product attributes to form attitudes. Consumers are considered to assess hotels, restaurants, cafes etc. through sets of attributes (Pizam and Ellis, 1999). Multiattribute models assume that consumers are using the standard hierarchy-ofeffects approach in which beliefs lead to attitude formation, which, in turn, leads to actual behavior. One of the most frequently used multi-attribute models is the attitude-towards-the-object model. Mowen and Minor (1998) describe this model in detail. It identifies three major factors that predict attitudes; the saliency of an attribute, the strength of the belief that a product or service has the attribute in question, and the evaluation of each of the salient attributes. Consumers weigh up the overall value in terms of the degree to which each attribute and its relevant weight is present (attribute-value theory). A favorable overall attitude is expected to result in repeat business. For a review of papers which have analyzed the attributes that are valued in the hospitality industry, see Johns and Pine (2002). The importance of the different attributes may differ per market segment. For example, one market segment may be attracted by a restaurant’s low price, another by its food quality,

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