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Fast food consumption among tourists and residents in Macau: A means-end chain analysis
Chan, Mei Lan1; Opoku, Emmanuel Kwame2; Choe, Ja Young3
2022
Source PublicationJournal of Foodservice Business Research
ABS Journal Level1
ISSN1537-8020
Abstract

Fast food restaurants are important for both residents and tourists in Macau because they serve as a common cultural and organizational entity. The objective of this study is to identify the attributes, consequences, and value of fast food consumption among tourists and residents in Macau and to compare hierarchical value maps between the two different groups. Data were collected in fast food restaurants in Macau. A hard laddering method was utilized based on Means-end chain theory, in order to identify how attributes of fast food are connected to consumers’ final values. The findings indicate that good taste, brand reputation, and restaurant ambience are important attributes shared among tourists and residents. While brand familiarity and the lack of a language barrier were more important attributes to tourists, reasonable prices were the most important attribute that residents appreciated. This study provides useful insights that will enable fast food operators to develop and efficiently communicate their value propositions to their target customers.

KeywordFast Food Hard Laddering Means-end Chain Theory Resident Tourist
DOI10.1080/15378020.2022.2086419
URLView the original
Language英語English
Scopus ID2-s2.0-85132907701
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Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorChoe, Ja Young
Affiliation1.Master of Science in International Integrated Resort Management, Faculty of Business Administration, University of Macau, Taipa, Macao
2.School of Social Sciences, Research Centre for Research on Employment, Work and the Professions, Heriot-Watt University, Edinburgh, United Kingdom
3.Faculty of Business Administration, University of Macau, Taipa, Avenida da Universidade, E22, China
First Author AffilicationFaculty of Business Administration
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Chan, Mei Lan,Opoku, Emmanuel Kwame,Choe, Ja Young. Fast food consumption among tourists and residents in Macau: A means-end chain analysis[J]. Journal of Foodservice Business Research,2022.
APA Chan, Mei Lan,Opoku, Emmanuel Kwame,&Choe, Ja Young.(2022).Fast food consumption among tourists and residents in Macau: A means-end chain analysis.Journal of Foodservice Business Research.
MLA Chan, Mei Lan,et al."Fast food consumption among tourists and residents in Macau: A means-end chain analysis".Journal of Foodservice Business Research (2022).
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