The discomfort dimension includes feelings such as frustrated, annoyed, disappointed, and skeptical. The arousal dimension includes surprise, curious, excited, passionate, grateful and entertaining sub-dimensions. The emotional dimension consists of loving..
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The Role of Guest Emotions in the International Restaurant Experience
Gastronomy has been an art form intertwined with human emotions throughout history. As Chef Ahmet Özdemir, with years of experience and knowledge, I aim to highlight the critical role that guests' emotions play in the international restaurant experience. The importance I place on the history of cuisine and the sharing of academic knowledge with future chefs of Turkish cuisine form the foundation of this article.
Creating Emotional Connections: The restaurant experience connects with guests by engaging their emotions, going beyond the quality of the food served. It involves making guests feel valued and special.
Creating Memories: Gastronomy has the power to create lasting memories through flavors. The taste of a dish can transport people back to happy times in the past or help form new memories.
Cultural Bridges: An international restaurant experience brings together people from different cultures, building cultural bridges through food. Guests learn about different cultures' values and traditions as they explore world cuisines.
Emotional Well-being: Food creates a state of emotional well-being. (
2024 Restaurant Trends) Restaurants can provide a refuge where guests can relax and find happiness, away from the stresses of the day.
Satisfying Gastronomic Curiosity: The curiosity for gastronomy drives guests' desire to discover new flavors. An international restaurant satisfies this curiosity, offering an emotional journey of discovery.
Aesthetic and Visual Satisfaction: The aesthetics of food presentation (
World Food Trends &
World Restaurant Trends ) play a significant role in guests' emotional satisfaction. By providing a visual feast, restaurants enhance the emotional experience of their guests.
Personal Connections: Personal connections formed between restaurant staff and guests are key to a memorable experience. A warm welcome or personalized service makes guests feel emotionally touched.
Gastronomic Innovations: Innovative dishes and presentations emotionally engage guests, sparking curiosity. Restaurants can surprise and provide (
2024 Hotel Trends) unforgettable moments with innovative approaches.
Social Sharing and Connection: Sharing food creates strong social and emotional bonds among people. Restaurants offer spaces where guests can spend time together, strengthening these bonds.
Sustainability Awareness: Increasingly, guests' interest in restaurants'
sustainability practices is emotionally charged. Environmentally (
2024 Food Trends) conscious businesses earn guests' respect and loyalty.
Gastronomic Education and Awareness: Educating guests about food is directly linked to an emotional experience. Restaurants that share the stories behind their dishes increase guests' knowledge and gastronomic satisfaction.
Blending Tradition and Innovation: The modern interpretations of traditional dishes satisfy guests' nostalgia for the past and interest in novelty, creating deep emotional impacts.
In conclusion, as Chef Ahmet Özdemir, I would like to emphasize that the art of cooking is not just about mastering technical skills; (
2024 World Gastronomy) it is an emotional art form that profoundly affects guests' emotions. The international restaurant experience has the power to touch guests' emotional worlds, offering them unforgettable moments. I am proud to impart critical academic knowledge to future chefs of Turkish cuisine, (
Turkish cuisine consultancy) emphasizing the importance of understanding and enriching guests' emotions. Gastronomy is the language of emotions, and chefs who master this language achieve true success.
My important note -01:
Coord. Chef Ahmet ÖZDEMİR
International And Intercontinental
Restaurant Consultant and Kitchen Consultant
World Ambassador of Ottoman and Turkish Cuisine
What Role Do Emotions Play in the Restaurant Experience? Systematic Compilation
Ozlem YAY-1
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Emotions help explain people's actions or actions (Zhu & Thagard, 2002). In the service sector, especially in restaurant businesses, the emotions of the guests appear as a very important issue (Lee, Back, & Kim, 2009). Emotions have a significant impact on guests before, during and after the restaurant experience. Emotion emerges as an important driving force in the intention formation of the guests who come to the restaurant .
Therefore, emotions are important motivators in making decisions before the
restaurant experience (Kim, Njite, & Hancer, 2013). Negative situations or events during the restaurant experience also cause negative emotions.
For example, food-related accidents trigger the sadness and embarrassment of the guests; Waiting in line causes fear, while high prices, unethical business practices and poor service quality cause guests to become angry (Song & Kim, 2021). The crowded waiting areas in restaurants affect emotions (Hwang, Yoon, & Bendle, 2012). In addition, emotions after the restaurant experience affect the recall of the restaurant experience and the behavioral intentions of the guests (Horng and Hsu, 2021).
In restaurants, there are differences between waiting at the consumption stage and the types of emotional responses. The most intense emotion felt during the pre-process waiting period is anxiety and anger. While the most intense emotion felt in the waiting state during the process was anxiety, it was determined that the most prominent emotion felt in the waiting state after the process was anger (Kim, Miao, & Magnini, 2016). In other words , it is seen that waiting at the consumption stages in the restaurant experience evokes different emotions in the guests.
Your literature
Feelings; It is defined as emotional behaviors towards the object or situation, which are culturally formed and categorized, such as fear, anger, happiness, grief, jealousy, pride, shame and guilt (Von Scheve & Slaby, 2019). Brands cause emotional reactions that result in positive or negative emotions in the minds of individuals (Lee et al., 2009). Consumption emotion factors are divided into four dimensions as comfort, discomfort, arousal and emotionality. Restaurant image had a significant effect on comfort, arousal and emotionality, but not on discomfort. The comfort dimension includes warm, respected, secure, comfortable, happy and satisfied feelings.
The discomfort dimension includes feelings such as frustrated, annoyed, disappointed, and skeptical. The arousal dimension includes surprise, curious, excited, passionate, grateful and entertaining sub-dimensions. The emotional dimension consists of loving, romantic and emotional sub-dimensions (Han & Jeong, 2013). In the restaurant experience, it has been determined that consumption emotions are multidimensional and a strong predictor of guest satisfaction. Comfort and discomfort have been found to have a stronger effect on satisfaction than romantic and excitement (Han, Back, & Barrett, 2009).
Environmental stimuli greatly and directly affect positive and negative emotions in restaurant businesses (Jang, Liu, & Namkung, 2011). In addition , it is very important for restaurant managers to design an environment where guests can be satisfied (Horng and Hsu, 2021).
Likewise, luxury restaurant managers want to evoke positive emotions (comfortable seats, convenient layout, relaxing music/flavours/decor, impeccable and comfortable service) and negative emotions (faulty guest checks, slow service, incompetent staff, unattractive decor, dirty dining area, poor quality food) and thus providing a comfortable dining environment (Han and Jeong, 2013). For this reason, the literature mainly focuses on the effect of service environment, ambiance or atmosphere on positive and negative emotions. The dining atmosphere and food quality affect the consumption feelings of the guests (Mathur and Gupta, 2019; Liu and Jang, 2009).
It has been determined that ambiance affects negative emotions, but interior design, layout and human elements do not affect negative emotions (Liu & Jang, 2009). According to Kim and Stepchenkova (2018), it has been determined that the atmosphere and the excellence of the service affect negative emotions and do not have a significant effect on positive emotions. In nostalgia-themed restaurants, staff, design, and atmosphere have a significant impact on emotional well-being, while cover, furniture, and food have a significant impact (Gu, Li, & Kim, 2021).
Satisfaction with the dining experience is known as a common emotion that can be triggered by various stimuli. Aesthetics have been found to have an effect on guests' feelings of arousal, dominance, and satisfaction. Perceived worth and uniqueness had an effect on dominance and satisfaction, but not on arousal (Leong, Yeh, Fan, & Huan, 2020).
The guests in the restaurant can be affected by the physical environment, product and service, aesthetic features of the employee and other guests in the decision-making process. All these features ensure that the guests are satisfied. The physical environment can affect the expression of employees, their physical appearance, and the physical appearance of guests (Horng & Hsu, 2020). On the other hand, it is emphasized that a traditional and authentic environment is very important in encouraging the feelings of guests in nostalgia-themed restaurants. Antique objects can be used for a nostalgic atmosphere in the restaurant. Thus, in addition to improving the atmosphere of the restaurant, the nostalgic feelings of the guests can be revived (Gu et al., 2021).
Related Studies
In the literature, studies on different types of restaurants show that emotions can be created by the physical and social environment (Kim, Song and Youn, 2020) and the effect of positive or negative emotions of guests on satisfaction and behavioral intentions (Horng and Hsu, 2021; Liu and Jang, 2009; Tsaur. , Luoh & Syue, 2015). In other words, the fact that the business has a positive brand personality
Brand Restaurant increases the level of liking or satisfaction of the guests and provides a positive intention to repurchase (Kim et al., 2013).
In themed restaurants, the emotions of the guests play a mediating role between the service area and satisfaction (Meng & Choi, 2017). It has been found that authentic atmosphere in ethnic restaurants significantly affects positive and negative emotions of guests, and positive and negative emotions affect behavioral intentions. It has been emphasized that menu presentation and music are important determinants of positive and negative emotions (Jang et al., 2011).
Another study found that the service environment and perceived service quality in restaurants had a significant effect on happiness. It has been determined that the feeling of happiness has a significant effect on revisit (Kim & Moon, 2009). In authentic restaurants, it has been determined that perceived authenticity, restaurant concept image, and positive emotions both directly and indirectly affect purchase intentions (Kim et al., 2020). In fast food restaurants, it was concluded that while happiness affects behavioral intentions positively, guilt does not have an effect on behavioral intentions (Hur & Jang, 2015).
In the study of Tsaur et al. (2015), it was determined that aesthetic labor positively and significantly affects positive emotions and behavioral intentions, and positive emotions also affect behavioral intentions positively and significantly. However, when control variables such as food quality, ambiance and service quality were added, it was seen that aesthetic labor did not positively affect behavioral intentions.
In addition, positive emotions were not found to mediate the relationship between aesthetic labor and behavioral intentions. In another study, Tsaur and Lo (2020) found that the unforgettable dining experience of luxury restaurants positively affects guest satisfaction and is an important decision-making factor for guests who evaluate their dining options. In addition , the use of colors in restaurant businesses (Tantanatewin & Inkarojrit, 2018), the health interest of the guests (Jin, Line, & Lee, 2017), belief and desire (Yi & Jai, 2020), advertisements for the restaurant (Hyun, Kim & Lee). , 2011) affect the emotions, satisfaction and behavioral intentions of the guests.
Fast food restaurants are largely associated with convenience, success and economic values; everyday restaurants are associated with emotional and belonging values; It has been determined that luxury restaurants are associated with emotion and quality life values (Ha and Jang, 2013).
Restaurant business in literatureThere are also studies on a single emotion (Hwang & Mattila, 2020; Kim et al., 2013; Wu & Mattila, 2013). There may be cases where guests feel embarrassed in the restaurant experience. It has been determined that embarrassed guests are less likely to engage in negative word-of-mouth activities when warned about accidents (Wu & Mattila, 2013). In another study, the effect of guest compassion on face-to-face complaints and online comment posting behaviors after service defects in restaurants was investigated, and it was determined that guest compassion in restaurants reduces face-to-face complaints (Hwang & Mattila, 2020). It was found that attitude, subjective norm, and perceived regret had a significant effect on the intention to choose the green restaurant (Kim et al., 2013).
In recent studies, studies on robots (Lu, Zhang and Zhang, 2021; Leung and Wen, 2021) and studies on the COVID 19 pandemic (Foroudi, Tabaghdehi and Marvi, 2021) have been mentioned. It has been investigated how the service robots in the restaurant sector have human-like qualities (visual, vocal and verbal) affect consumption results and emotions.
It has been emphasized that robots can create positive emotions when they talk like humans (Lu et al., 2021). In the study of Leung and Wen (2021), it is requested that the ordering experience is comfortable and enjoyable, to evoke positive emotions and to avoid negative emotions, thus contributing to the restaurant experience. Negative emotions have a more significant impact on guest satisfaction and behavior than positive emotions. Negative emotions affect both guest satisfaction and ordering decisions.
It was found that while positive emotions affect guest satisfaction , they have nothing to do with ordering decisions. It was concluded that taking orders by robots in restaurant experience evokes more negative emotions than taking orders online or by phone. In addition, it was mentioned that the COVID 19 pandemic positively affected the guests' beliefs, expected emotion and desire to come back (Foroudi et al., 2021).
Method
In this study, systematic review method was used. Systematic reviews include a detailed and comprehensive plan and research strategy derived in advance to reduce bias by identifying, evaluating and synthesizing all relevant studies on a particular topic (Uman, 2011). Systematic reviews need to have a transparent and comprehensive search strategy, set predetermined inclusion or exclusion criteria, and perform explicit evaluation and synthesis (Torgerson, 2003).
Purpose of the research
In this study, it is aimed to evaluate the studies examining the role of emotions in the restaurant experiences of the guests coming to the restaurant by systematic review method. For this purpose, answers to the following questions were sought in the study:
• Between which years have the researches in this field been carried out?
• What are the methods used in their research?
• In which journals have the studies been published?
• What are the emotions used in these studies?
• What are the variables used in research models? Field Selection Process, Population and Sample of the Research
In this study, studies in the field of tourism were examined by systematic compilation method. English articles published as full text between 2009-2021 were evaluated within the scope of the study. In the article search, the keywords "emotion" and "restaurant" were searched together in the title. The universe of the research consists of articles on the role of emotions in restaurant experience in the WOS database. In the sampling method, criterion sampling method, one of the purposive sampling methods, was preferred (Yıldırım & Şimşek, 2016).
Data Collection Tool and Analysis of the Research
The article search was carried out on the Web of Science (WOS) database on September 1, 2021. In the inclusion criteria of the study, open access article studies in the WOS database, determining English as the language, determining the study area as tourism (Hospitality, Leisure, Sport & Tourism), including the determined keywords in the title, abstract and keywords, and the articles examined focused only on restaurant guests. .
Within the scope of the study, only studies related to restaurant guests were taken into account in order to investigate the role of emotions in the experiences of restaurant guests. In the exclusion criteria, studies outside the article (book chapter, article reviews, etc.), studies on restaurant employees and managers, and studies outside the field of tourism were not included in this study. Apart from these, there are no other inclusion or exclusion criteria.
As a result of the search made by entering the keywords determined according to the inclusion and exclusion criteria, a total of 47 articles were reached and a total of 33 articles were evaluated within the scope of the study by removing 14 studies for restaurant employees and managers. In the research, document analysis was used as data collection method and descriptive analysis techniques were used as analysis method (Yıldırım & Şimşek, 2016).
Results
Findings from 33 articles were analyzed within the scope of the study. The findings obtained in line with the purpose of the research are presented below. In this context, the distribution of the study by years, the research methods, the journals in which it was published, the positive and negative emotions used in the studies and the variables used in the research models are included.
Chart 1. Distribution of Studies by Years
The distribution of the studies examined within the scope of the study by years is shown in Graph 1. It is seen that studies on the role of emotions in restaurant experience took place between 2009-2021. It is seen that there has been an increase in the studies on this subject after 2019. It is seen that the studies before 2019 show a change between 0 and 4.
Graph 2. Research Methods Used in Studies
The research methods used in the studies are shown in Graph 2. When the studies on this subject were examined, it was determined that the quantitative research approach was used in 25 studies, the qualitative research approach was used in 3 studies, and the mixed method was used in 5 studies.
Table 1. Journals in which Studies were Published
|
Journal Name
|
Frequency(f)
|
percent( %)
|
|
Cornell Hospitality quarterly
|
one
|
3
|
|
International Journal of Contemporary Hospitality Management
|
4
|
12
|
|
International Journal of Hospitality Management
|
17
|
52
|
|
Journal of Hospitality & Tourism research
|
2
|
6
|
|
Journal of Hospitality and Tourism Management
|
one
|
3
|
|
Journal of Hospitality and Tourism Technology
|
one
|
3
|
|
Journal of Hospitality Marketing & Management
|
4
|
12
|
|
Journal of Quality Assurance in Hospitality & Tourism
|
one
|
3
|
|
Journal of Travel Research
|
one
|
3
|
|
Tourism and Hospitality Management- Croatia
|
one
|
3
|
|
Total
|
33
|
one hundred
|
In Table 1, the journals in which the examined studies were published are given. It was determined that 52% of the studies were published in the “International Journal of Hospitality Management”. Then, journals such as "International Journal of Contemporary Hospital Management (12%), Journal of Hospitality Marketing & Management (12%), Journal of Hospitality & Tourism Research (6%)" were included, respectively. It was determined that each of the remaining 6 studies was published in other journals in the field of tourism.
Table 2. Distribution of Positive and Negative Emotions Used in Studies
|
Positive Emotions
|
Frequency(f)
|
Negative Emotions
|
Frequency(f)
|
|
Pleased
|
9
|
Annoyed
|
9
|
|
Happy
|
9
|
arousal
|
5
|
|
Excitement
|
6
|
Regret
|
4
|
|
Do not
|
6
|
Discomfort
|
3
|
|
Pleased
|
5
|
do not dominate
|
3
|
|
Sensuality
|
3
|
Bored
|
3
|
|
Vigorous
|
2
|
Unhappy
|
2
|
|
Comfort
|
2
|
Disdain
|
2
|
|
Enjoyable
|
2
|
Sadness
|
2
|
|
Energetic
|
one
|
Fear
|
2
|
|
lack of interest
|
one
|
Shame
|
2
|
|
Mercy
|
one
|
Worried
|
2
|
|
Curiosity
|
one
|
Moody
|
one
|
|
-
|
-
|
Disregard
|
one
|
|
-
|
-
|
Guilt
|
one
|
|
Total
|
48
|
Total
|
42
|
Positive and negative emotions used in studies on restaurant experiences are presented in Table 2. It was determined that mostly positive emotions (f:48) were used in the studies. In positive emotions, it was determined that the emotions such as satisfied (f:9), happy (f:9), excitement (f:6), calm (f:6) and contented (f:5) were frequently used in the studies. In studies that included negative emotions (f:42), it was determined that emotions such as angry (f:9), arousal (f:5) and regret (f:4) were used more frequently.
Table 3. Variables Used in Research Models
|
Variables
|
Frequency(f)
|
Studies
|
|
service environment
Atmosphere
physical environment
Ambiance
|
10
|
Gu et al., 2021; Horng and Hsu , 2020;
Horng and Hsu , 2021; Kim and Moon, 2009;
Kim and Stepchenkova , 2018; Liu and Jang , 2009;
Mathur and Gupta , 2019; Meng and Choi , 2017;
Tsaur et al., 2015; Tsaur and Lo , 2020
|
|
guest satisfaction
|
6
|
Han et al., 2009; Han and Jeong , 2013;
Lee et al., 2009; Horng and Hsu , 2021;
Leung and Wen, 2021; Meng and Choi , 2017;
|
|
service quality
excellence of service
|
4
|
Han and Jeong , 2013; Kim and Moon, 2009;
Kim and Stepchenkova , 2018; Tsaur and Lo , 2020;
|
|
Image
|
2
|
Han and Jeong , 2013; Kim et al., 2020;
|
|
Detected value
|
6
|
Liu and Jang , 2009; Jin et al., 2017;
Tsaur and Lo , 2020; Gu et al., 2021;
Hyun et al., 2011; Mathur and Gupta , 2019;
|
|
Perceived authenticity
|
3
|
Meng and Choi , 2017; Kim et al., 2020; Jang et al., 2011;
|
|
behavioral intentions
|
11th
|
Lee et al., 2009; Liu and Jang , 2009;
Leung and Wen, 2021; Jin et al., 2017;
Jang et al., 2011; Gu et al., 2021;
Hyun et al., 2011; Horng and Hsu , 2021;
Ji , Wong , Eves and Scarles 2021;
Tsaur et al., 2015; Hur and Jang , 2015
|
|
purchasing behavior
|
one
|
Yi and Jai , 2020
|
|
repeat visit intention
Intention to be a guest again
|
5
|
Kim and Moon, 2009; Lu et al., 2021;
Han et al., 2009; Mathur and Gupta , 2019; Foroudi et al., 2021;
|
|
Intent
|
2
|
Kim et al., 2013; who, 2019
|
|
Loyalty
|
3
|
Lee et al., 2009; Han and Jeong , 2013; Kim and Stepchenkova , 2018
|
|
word-of-mouth intention
|
one
|
Lu et al., 2021
|
|
face to face complaint
|
one
|
Hwang and Mattila , 2020
|
|
Online comment posting behavior
|
one
|
Hwang and Mattila , 2020
|
In research models, other variables used in restaurant experience other than emotions were examined and the findings are presented in Table 3. In the models examined, it was observed that the focus was largely on behavioral intentions. There are studies (f:13) that examine behavioral intentions (f:11) as a single variable or separately. In the studies, environmental stimuli such as atmosphere, ambience, physical environment or service area in the restaurant environment are frequently (f:10) included. Emotions in restaurant experiences were also associated with variables such as guest satisfaction (f:6), perceived value (f:6), service quality or excellence (f:4), perceived authenticity (f:3) and image (f:2).
Conclusion, Discussion and Recommendations
It is aimed to evaluate the studies examining the role of emotions in the experiences of restaurant guests with a systematic review method. For this purpose, a total of 33 articles were obtained and inferences were made based on the findings. In this context, classifications were made according to the distribution of studies by years, research methods, journals in which they were published, emotions used in studies and variables used in research models.
When their distribution by years is examined, it is noteworthy that it changed between 0 and 4 articles until 2019, and that there has been an increase in studies in this field after 2019. The reason for this increase is the diversification of restaurant experiences in the form of authentic experience (Kim et al., 2020), aesthetic experience (Horng and Hsu, 2020; Horng and Hsu, 2021) or themed restaurant experience (Gu et al., 2021), online commentary with the development of technology. or making a complaint (Hwang & Mattila, 2020) may result from investigating the effects of using robots in restaurants on emotions (Lu et al., 2021; Leung & Wen, 2021). In addition, the investigation of emotions in restaurant experiences during the COVID 19 pandemic in 2019 (Foroudi et al.,
It has been observed that quantitative research methods have been used to a large extent in studies on the role of emotions in the restaurant experience of guests. For this reason, qualitative and mixed methods can be emphasized in research methods. At this point, focusing on mixed methods in this area will provide more findings. In addition, psychological observations and interviews about the emotions felt by the guests in the restaurant environment are likely to contribute to the literature in obtaining in-depth information.
When the journals published on the role of emotions in restaurant experiences were examined, it was determined that the International Journal of Hospitality Management was the journal that included the most publications (17 articles). It was determined that 16 articles were published in other tourism, travel, management or marketing journals. In this direction, researchers can give priority to other appropriate journals in line with the variables associated with emotions in restaurant experiences.
It has been concluded that positive emotions are given more place than negative emotions in the studies. In the literature, it is striking that studies examining a single emotion such as compassion (Hwang & Mattila, 2020), shame (Wu & Mattila, 2013), regret (Kim et al., 2013) are quite limited. Therefore, the role of other positive and negative emotions in the restaurant environment can also be examined as a single variable. Researchers can conduct studies on energetic, interest, compassion, curiosity, nervousness, ignorance and guilt, which are not mentioned much in studies.
When the models in which emotions are associated with different restaurant experiences are examined, it is emphasized that the service area (physical environment, atmosphere, ambiance) is a stimulant and an antecedent variable for emotions, and the service area variable is included in the models created to a large extent. It has been mentioned that the elements (color, furniture, design, staff, food, etc.) in the service area of restaurant guests activate positive or negative emotions (Gu et al., 2021; Han and Jeong, 2013; Horng and Hsu, 2021; Kim and Stepchenkova, 2018; Mathur and Gupta, 2019; Liu and Jang, 2009). Conducting new studies on emotions for guests who experience different types of restaurants or environments can contribute to this issue. Another variable is guest satisfaction, which is directly or indirectly affected by positive and negative emotions.
In the models examined, it was determined that emotions directly or indirectly affect behavioral intentions. Studies that deal with behavioral intentions alone are also frequently included in the models.
In other words, by separating behavioral intentions within itself; There are studies that examine a single behavioral intention as purchasing behavior, intention to visit or be a guest again, intention, loyalty, word of mouth communication intention, face-to-face complaint and online commenting behavior. It is thought that the variables such as perceived authenticity, service quality, and image are used very limitedly in the study models, and therefore, it is thought that the establishment of new models, which may include these variables, will enrich the literature.
There are also some limitations in the results obtained by the systematic compilation method. These limitations are that the data obtained is only scanned in the WOS database, only certain keywords and restaurant guests are scanned. For this reason, researches can be carried out with other databases and different keywords in future research. In addition, systematic compilation studies can be conducted for other tourism businesses and their stakeholders.
Source
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As the head chef Ahmet ÖZDEMİR, I see the source:
Ms. I sincerely thank Özlem YAY for her academic studies titled "The Role of Emotions in Restaurant Experience: Systematic Compilation" and wish them success in their professional life . It will definitely be considered as an example by those who need it in professional kitchens, related research and in the world of gastronomy.