A naturalistic observation study to determine the behaviours of customers purchasing à la carte menu service in a hotel chain after Covid-19 pandemic outbreak

Abstract

Purpose

This current research aims to reveal customers’ behaviours who purchased à la carte menu service in a chain hotel operating in Istanbul, Türkiye after the Covid-19 outbreak. In addition to this main objective, customers’ main course preferences, tipping, complaining, maintaining eating and drinking habits, local food preferences, photograph taking and food waste behaviours were determined as the sub-research objectives.

Design/methodology/approach

Qualitative research method was adopted, and naturalistic observation was chosen as the data collection tool in this study. Firstly, an observation form was created based on the literature. To ensure the content validity, seven experts (five researchers and two experienced hotel employees) were consulted on 15 July 2021. After revising the form, a pilot study was carried out between 4 August and 29 September 2021. By conducting the pilot study, it was aimed to prevent any unpredictable behaviours of customers. As a result, four new items were added to, and two items were removed from the form. Then, 341 customers who purchased à la carte menu service in the restaurant of the hotel chain were observed between 7 October 2021 and 28 January 2022.

Findings

It was revealed that 52% of the customers who purchased à la carte menu services did not make any reservations, while approximately 59% of the customers with reservations did not stay at the hotel in which the research was conducted. In addition, 69% of them started to eat meal together; 56% of them paid in “cash”; 48% of them preferred local food and beverages; 41% left food on the plate; and 43% of them gave tip. In contrast, very few customers (6%) engaged in complaint behaviour.

Research limitations/implications

First, data were collected during the post-pandemic period when international travels were mostly restricted and thus, the researcher observed mostly Turkish customers at the restaurant. Second, only those customers sitting at the six tables close to the guest welcoming were observed. Third, just one observer took part in the data collection process. Fourth, the researchers chose one out of two restaurants of the hotel because only Asian cuisine was served and children under 12 years of age were not allowed to enter the other restaurant. Fifth, focusing on only a hotel and using naturalistic observation as a data collection tool may be shown among the limitations of this study.

Originality/value

This paper presents the customers’ behaviours who preferred à la carte menu service in a chain hotel operating in İstanbul, Türkiye after the Covid-19 outbreak. Although there are some studies focusing on changing of customer preferences during the post-pandemic period, “observation” was not preferred as a data collection tool by most of the researchers; hence, the findings of this study are useful for both researchers and educationists in tourism industry.

Citation

Keski̇n, G. and Acar, V. (2024), "A naturalistic observation study to determine the behaviours of customers purchasing à la carte menu service in a hotel chain after Covid-19 pandemic outbreak", Worldwide Hospitality and Tourism Themes, Vol. 16 No. 6, pp. 739-755. https://doi.org/10.1108/WHATT-04-2024-0083