Eureka! Institutional Repository

As the proliferation of the foodservice industry continues to grow, consumers are now faced with a bewildering array of dining choices. Existing foodservice and hospitality literature have provided some understanding on the rational qualities that can be capitalise upon by restaurant managers and marketers to attract diners, such as price, food quality and service quality. However, there is only a certain extent for restaurants to perk up on these rational qualities to gain a competitive advantage over its competitors. Notably, price reductions and discount tactics may have reached saturation in the present time. Similarly, food quality and service quality of a restaurant can only be improved to a certain extent. Building on previous research, this study incorporates the theory of reasoned action to comprehend the deeper rationales of consumers’ evaluations to dine at restaurants during special occasions. Findings from the study suggest that consumers’ intention to dine out at restaurants during special occasions is determined by their attitude towards restaurant dining during these occasions and subjective norms. The results highlighted the importance of understanding and facilitating product and service offerings that is aligned to consumers’ culture, values, self-enhancement and gratification in creating favourable attitudes toward the idea of restaurant dining during special occasions. Implications for theory and practice are articulated, research limitations are identified, and avenues for future research are presented.