Food service marketing (and hence consumer behaviour) is often subsumed into
that of generalised ‘‘hospitality’’ (e.g. Wearne and Morrison, 1996) and in some texts
is amalgamated with a still more amorphous ‘‘tourism’’ (e.g. Kotler and Bowen,
1996). Both of these groupings tend to favour the hotel industry. There are no books
dedicated to consumer research in the foodservice industry. Yet food service is an
important industry in its own right, not least in terms of financial turnover, and
although it contributes in part to both hotels and tourism, it has its own separate
characteristics. Restaurants (including those in chains and those that are part of
hotels), take-aways, and even contract catering, are more volatile, changeable and
fashion-prone than hotels or tourist attractions. Thus in principle food service
presents a particularly interesting area for studying consumer behaviour.
Food service marketing (and hence consumer behaviour) is often subsumed intothat of generalised ‘‘hospitality’’ (e.g. Wearne and Morrison, 1996) and in some textsis amalgamated with a still more amorphous ‘‘tourism’’ (e.g. Kotler and Bowen,1996). Both of these groupings tend to favour the hotel industry. There are no booksdedicated to consumer research in the foodservice industry. Yet food service is animportant industry in its own right, not least in terms of financial turnover, andalthough it contributes in part to both hotels and tourism, it has its own separatecharacteristics. Restaurants (including those in chains and those that are part ofhotels), take-aways, and even contract catering, are more volatile, changeable andfashion-prone than hotels or tourist attractions. Thus in principle food servicepresents a particularly interesting area for studying consumer behaviour.
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