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The impacts of different types of cuisines and restaurants on gratuities

Journal of Revenue and Pricing Management volume 16, pages 154–173 (2017)Cite this article

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ABSTRACT

This study adopts social stigma theory and examines whether biases toward different types of foods and restaurants exist and, consequently, whether such biases influence gratuities. A 2 × 3 experiment was conducted in order to compare the relative impacts on tip size among samples from scenarios featuring different types of cuisines and different types of restaurants while controlling for food quality and service quality. With a focus on tipping behaviors and the restaurant industry, this study confirms that diners do have stereotypes in regard to cuisine that represents different cultures. Gender and income also played moderating roles in our findings.

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Acknowledgements

The original edition of this paper was awarded the Best Research Paper Award at Revenue Management & Pricing in Service Conference held in Paris on December 17 & 18, 2015. The authors sincerely thank the award committee for this honor.

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  1. Department of Food & Beverage and Event Management, William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, United States

    ChihChien Chen

  2. William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, United States

    YangSu Chen

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  1. ChihChien Chen
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Correspondence to ChihChien Chen.

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Chen, C., Chen, Y. The impacts of different types of cuisines and restaurants on gratuities. J Revenue Pricing Manag 16, 154–173 (2017). https://doi.org/10.1057/s41272-017-0082-4

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Keywords

  • cuisine types
  • restaurant types
  • tipping
  • prejudice

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