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A Multilevel Investigation of China’s Regional Economic Conditions on Co-creation of Dining Experience and Outcomes

Ji, Mingjie, Wong, IA, Eves, Anita and Leong, AMW (2017) A Multilevel Investigation of China’s Regional Economic Conditions on Co-creation of Dining Experience and Outcomes International Journal of Contemporary Hospitality Management.

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Abstract

Purpose: This study investigated how presence of other customers in restaurant social settings becomes a resource (referred to as “customer-to-customer interaction” or “C2CI”) to co-create an escape dining experience and stimulate dining outcomes, namely, food attachment and dining frequency. The relationships are further tested under the effects of regional economic conditions. Design/methodology/approach: Data were collected by using a multi-step approach. The first dataset was obtained through a personally administered survey, which included a sample of 356 Chinese tourists who dined at fine Western (i.e., Portuguese) restaurants in Macau. The second dataset concerned economic statistics and was obtained from the statistics departments of mainland China and Taiwan. A multilevel design with hierarchical linear modeling was used to test the proposed model. Multilevel mediating and moderating effects were also examined. Findings: Results suggest that customer escape dining experience significantly mediated the relationship between C2CI and food attachment, while food attachment fully mediated the relationship between customer escape experience and dining frequency. The multilevel effect of regional economic conditions played a significant role in moderating the C2CI–escape experience relationship in that the effect of C2CI was more salient for tourists from less economically developed regions in China. The experience–food attachment relationship was also contingent on the regional economic conditions in that the relationship was stronger for tourists from less economically developed areas. A multilevel mediating effect was also presented in the study. Practical implications: The restaurant management should realize how C2CI, as a resource beyond management control, can become a resource for customers to co-create an escape dining experience. This escape experience contributes to the frequency of consumption of a certain cuisine through attachment with the food.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Ji, MingjieUNSPECIFIEDUNSPECIFIED
Wong, IAUNSPECIFIEDUNSPECIFIED
Eves, AnitaA.Eves@surrey.ac.ukUNSPECIFIED
Leong, AMWUNSPECIFIEDUNSPECIFIED
Date : 6 September 2017
Copyright Disclaimer : Copyright 2017 Emerald Publishing Ltd.
Uncontrolled Keywords : co-creation, escape, food attachment, restaurant dining, Chinese tourists
Depositing User : Melanie Hughes
Date Deposited : 06 Jun 2017 15:28
Last Modified : 06 Jun 2017 15:28
URI: http://epubs.surrey.ac.uk/id/eprint/841318

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