Why is this Research Important to the Field of Hospitality, Foodservice - Management Assignment Help

Assignment Task

Abstract

Objective

A one-page summary to provide an overview of your research to readers.

 Contents:

• Why is this research important to the field of hospitality, foodservice or tourism/events industry?
• What did you do?
• When was it carried out?
• Where did you collect your data?
• Who did you include in your sampling population/interviewees?
• How did your research contribute to new knowledge in your field of study?
• 3 Key words: Write down key words reflecting your theme; field of study; and topic.

Sample Abstract

 The aim of this study was to investigate consumers’ decision of selecting a restaurant for leisure. It was based on research carried out in the South East of the UK. In line with the cognitive paradigm the importance of attributes was approached from the theoretical perspective of utility theory in which consumers pursue maximization of benefits from the service which they are evaluating. This study follows a sequential mixed methods approach. It consists of a qualitative stage followed by a quantitative stage, each one adhering to the precepts of their own paradigms. The qualitative stage was based on data collected through six focus groups of four to six respondents. An interview guide was used in semi-structured settings and data was analyzed using applied thematic analysis. The second stage employed an online survey generating quantitative data from 376 respondents. The theme of ‘eating out occasion’, such as a romantic dinner, was a key element of the decision making process. This research presents a framework for examining the different stages of the decision using the stylized Engels, Kollat and Blackwell (EKB) model (Tuan, Phan and Higgins, 2005). Its stages delve into the influence of emotions, motivations and the consumer’s regulatory focus in the decision. The methodological design with the possibility of selecting attributes, emerging from the qualitative stage, offers a contribution to the use of conjoint analysis for complex decisions. The study also proposes a new typology of restaurant attributes, with seven categories influencing perceived consumer value. The study’s findings further indicate that price is a factor influencing the expectations from the other attributes. The study considers a number of implications for the industry, such as, the importance of service and consumers’ willingness to pay more for a service that is friendly, welcoming and attentive.

 Key words: restaurant selection attributes; Engels, Kollat and Blackwell (EKB) model; mixed-mode research.

 Structure of the Thesis (Dissertation)

General Introduction

Objectives

 In 2-5 pages, outline and explain the purpose and extent of your research and why you were interested in the topic in the first place.

 Contents

 Develop one paragraph to illustrate each of the bullet points below:

• Theme of research
• Field of Study
• Topic of Research
• Interest and Importance of topic chosen
• Research Objectives
• Research Questions / Hypothesis
• Research Methodology
• Structure Plan of Research

Part 1 Theoretical Framework

 Objectives

 In a 15-20 page literature review, "the literature" means the works you consulted in order to understand and investigate your research problem.  It should be a critical appraisal of what you have found, and how your ideas are related to or stem from any previous research related to the topic.

 Contents

• What do we already know in the immediate area concerned?
• What are the characteristics of the key concepts or the main factors or variables?
• What are the relationships between these key concepts, factors or variables?
• What are the existing theories?
• Where are the inconsistencies or other shortcomings in our understanding?
• What views need to be (further) tested?
• What evidence is lacking, inconclusive, contradictory or too limited?
• Why study (further) the research problem?
• What contribution can the present study be expected to make?
• What research designs or methods seem unsatisfactory?
• Conceptual framework you have selected for your research:

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