Scale to measure tourist value of destination restaurant service

Abstract

Purpose - The purpose of this study is to develop a measurement scale to explain how international tourists, as consumers at destination restaurants, evaluate their dining experiences. Design/methodology/approach - The measurement scale was developed using a three-stage process: initial item generation, scale development and scale evaluation. A total of 369 self-administered questionnaires validated the developed scale. Findings - The results showed five dimensions of value of destination restaurant services: service quality value, authentic experience value, emotional experience value, social value and utility value. The scale, comprising 40 items, was reliable and valid for assessing the value of destination restaurant services. Research limitations/implications - This scale revealed new items that help explain the value of various destination restaurant services among international tourists. The developed scale could be used to extend the researchmodel with antecedents of value and consequences of value for destination restaurant services. Practical implications - Considering the popularity of food tourism among international tourists, the developed scale should be useful in assessing how tourists value destination restaurant services, thereby helping restaurant managers create effective marketing strategies. Originality/value - This study contributes with a new, reliable and valid measurement scale that was specifically developed to address the unique value of destination restaurant services.