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All Journal International Journal of Applied Sciences in Tourism and Events
Isabella Mapelu
Murang’a University of Technology
Arts Humanities

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Moderating Influence of Socio-Demographic Factors on the Relationship between Social Media Applications and Guests’ Choice of Fine Dining Restaurants Samson Kuria Kung’u; Joseph Njoroge Muiruri; Andrew Makori; Isabella Mapelu
International Journal of Applied Sciences in Tourism and Events Vol. 6 No. 1 (2022): June 2022
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (384.413 KB) | DOI: 10.31940/ijaste.v6i1.24-30

Abstract

The main purpose of this research was to determine the moderating influence of social demographic factors on guests’ choice of fine dining restaurants. A mixed-method (concurrent nested) was used to do the survey. Simple random sampling technique was used to select the study units while convenient sampling technique was used o pick the respondents. Quantitative data were analyzed using SPSS version 22 to generate descriptive statistics, inferential, statistics, and regression analysis. The study established that social demographic significantly influences guests’ choice of fine dining restaurants. Also revealed, was that the composite of social demographic factors is another independent variable and not a moderating variable.  The study findings encourage Managers and owners of fine dining restaurants to include infrastructure that enables guests to use social media applications. This study contributes to the understanding of theories of consumer behavior in the perspective of fine dining restaurants. Also provided is knowledge for sharing with stakeholders and for policy developments.
Co-Authors Andrew Makori Joseph Njoroge Muiruri Samson Kuria Kung’u