Factors affecting choice and image of ethnic restaurants in Serbia

Veljko Marinkovic

Vladimir Senic

Predrag Mimovic
Faculty of Economics
University of Kragujevac

Publication date: Jul, 2015

Journal: British Food Journal
Vol.: 117- Issue: 7- Pages: 1903-1920

Publisher: Emerald

Abstract: With the expansion of dining out, visiting ethnic restaurants is becoming one of dominant trends worldwide. Given the fact that ethnic restaurants involve a number of peculiar elements that are not present when visiting regular “local” restaurants, the purpose of this paper is to identify the key determinants of choosing a particular ethnic-themed restaurant, as well as factors that have an impact on an ethnic restaurant’s perceived image. The study itself was done in two stages. In the first stage the analytical hierarchical process (AHP) model was used for ranking factors significant for choosing an ethnic restaurant, while in the second stage, structural equation modeling (SEM) model was used to identify triggers of perceived image after a visit to an ethnic restaurant. Future research should utilize both models to determine antecedents of the variables used. Apart from this, it is recommended to employ new variables that further explore the uniqueness of the ethnic restaurants.

Keywords: Service quality, SEM