Assessment of Co-Joint Factors Influence on Guests' Choice of Fine Dining Restaurants in Kenya

Abstract

There is limited data and studies that have assessed the co-joint influence of social media applications, social demographic, and individual factors on guests' choice of fine dining restaurants. Previous studies have shown increased use of social media applications by consumers and subsequently influenced decision-making. Thus, need for innovation to meet consumer expectations. A mixed-method approach was used to assess co-joint factors of influence on guests' choice of fine dining restaurants in Kenya. Questionnaires were used to collect quantitative data from purposively selected guests. Data were subsequently analyzed and presented in the form of descriptive and inferential statistics. Testing of the null hypothesis was also conducted. The calculated value of R-squared implies that the remaining variations or determinants in the choice of fine dining restaurants are attributed to factors other than the composite variable. Besides the significant influence of social media applications, there are other factors attributable to guests' selection process. This study contributes to the theory of consumer behaviour in the larger hospitality and tourism industry. The study further reveals new dimensions on the selection of restaurants' products and services. In this direction, managers and owners of restaurants need to embrace more technology in their businesses.