Enhancing ethnic restaurant visits and reducing risk perception

Abstract

Purpose This study evaluated risk perception as a critical factor influencing the intention to visit ethnic restaurants; in addition, the role of food safety information in reducing risk perception toward ethnic food was examined. Finally, the purpose of this paper is to investigate the influence of protection motivation on risk perception. Design/methodology/approach A survey was performed with 506 respondents. Data analyses including descriptive statistics, simple linear regression structural equational modeling and an independent t-test were conducted. Findings The results highlighted the negative influence of risk perception toward ethnic food consumption on the intention to visit ethnic restaurants. The results indicated that providing food safety information on menus reduces risk perception. Protection motivation theory explained consumers’ risk perception toward ethnic food. In particular, vulnerability (the chance of occurrence), self-efficacy (certainty in one’s ability to carry out a recommended preventive behavior) and response-efficacy (belief that an individual can handle a threat effectively) affected consumers’ risk perception toward ethnic food. Practical implications The results provide effective strategies for reducing risk perception, such as a provision of food safety information on the ethnic menu or an open kitchen, which produces a safer food image for consumers. Originality/value A scarcity of research has been offered to explain the predictors influencing consumers’ risk perception toward ethnic food and the methods whereby risk perception can be reduced. Thus, this study makes an important contribution to the hospitality literature by exploring risk-perception-related variables.