| dc.contributor.author | Kung'u, Samson Kuria | |
| dc.contributor.author | Muiruri, Joseph Njoroge | |
| dc.contributor.author | Makori, Andrew | |
| dc.contributor.author | Mapelu, Isabella | |
| dc.date.accessioned | 2026-03-23T08:58:08Z | |
| dc.date.available | 2026-03-23T08:58:08Z | |
| dc.date.issued | 2022 | |
| dc.identifier.issn | 2223-814X | |
| dc.identifier.issn | https://doi.org/10.46222/ajhtl.19770720.262 | |
| dc.identifier.uri | http://repository.mut.ac.ke:8080/xmlui/handle/123456789/6761 | |
| dc.description.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. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | African Journal of Hospitality, Tourism and Leisure. | en_US |
| dc.subject | consumer expectations, consumer behavior theory, innovation, decision-making process, composite variable | en_US |
| dc.title | Assessment of Co-Joint Factors Influence on Guests' Choice of Fine Dining Restaurants in Kenya | en_US |
| dc.type | Article | en_US |
