Lonely or alone? Solitary dining in Japan and Taiwan
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 16 September 2020
Issue publication date: 5 March 2021
Abstract
Purpose
Solitary dining is a growing worldwide trend, but still evokes a strong emotional response. Some solo diners choose to be alone; others feel lonely due to circumstances. This study aims to explore solitary dining in Japan and Taiwan, moderated by negative emotions.
Design/methodology/approach
Based on a survey of 372 participants, this study uses structural equation modeling to examine anticipated loneliness and anticipated negative evaluation from others (the “spotlight effect”) associated with solitary dining intention among university students in Japan and Taiwan.
Findings
Taiwanese university students report solo dining behaviors and intentions with as much frequency as their Japanese counterparts. While Japanese university students associate solitary dining with neutral or positive emotions, Taiwanese university students associate solitary dining with negative emotions, anticipating loneliness and negative evaluation from others.
Research limitations/implications
This study concludes with future research directions for both cross-cultural and post-colonial studies of solitary dining behavioral intention.
Practical implications
From a managerial perspective, the findings provide useful insights to restaurant practitioners and managers in East Asia, recommending settings designed to enhance warmth, quiet and a sense of belonging.
Social implications
This study examines colonial and post-colonial influences, and concludes with recommendations for future research on both cross-cultural and post-colonial approaches solitary dining behavioral intention.
Originality/value
This study contributes to existing cross-cultural studies in Europe and East Asia, but is the first to compare solitary dining in a Chinese linguistic context and the first to compare solitary dining in Taiwan and Japan.
Keywords
Acknowledgements
The author would like to acknowledge Profs. Randall Nadeau (Trinity University/Rikkyo University), David Wank (Sophia University), Keiko Yamada (Daito Bunka University) and Yoshiko Ashiwa (Hitotsubashi University), for distributing the survey in Japan, and Prof. Yamada’s Translation and Interpretation Department students for the Chinese-Japanese translation. This work was partially supported by a Fulbright Senior Research Grant and the Center for Information and Innovation, Academia Sinica, Taiwan.
Citation
Chang, Y.Y.-C. (2021), "Lonely or alone? Solitary dining in Japan and Taiwan", International Journal of Culture, Tourism and Hospitality Research, Vol. 15 No. 1, pp. 10-25. https://doi.org/10.1108/IJCTHR-01-2020-0008
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited