Impact of Tangible and Intangible Restaurant Attributes on Overall Experience: A Consumer Oriented Approach

Karamustafa K. , Ülker P.

JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT, vol.29, no.4, pp.404-427, 2020 (Journal Indexed in SSCI)

  • Publication Type: Article / Article
  • Volume: 29 Issue: 4
  • Publication Date: 2020
  • Doi Number: 10.1080/19368623.2019.1653806
  • Page Numbers: pp.404-427


This study investigates the attributes that foreign visitors attach importance when choosing a restaurant and their perceptions of the performance of restaurants in the Cappadocia Region in Turkey through a consumer oriented approach. In this quantitative study, data were collected via surveys which were formed based on review of the literature, a brainstorming, experts’ views and a pilot test. It has been determined that the attributes related to cleanliness are attached the utmost importance by the participants and the attributes related to employees are also considered to be highly important while having dining experience. Another important finding is that most of the attributes were perceived to be performed satisfactorily while some of the attributes related to menu and supporting services were considered to be underperformed. Theoretical and practical implications are discussed based on the findings.