Lonely or alone? Solitary dining in Japan and Taiwan

Abstract

Purpose Solitary dining is a growing worldwide trend, but still evokes a strong emotional response. Some solo diners choose to be alone; others feel lonely due to circumstances. This study aims to explore solitary dining in Japan and Taiwan, moderated by negative emotions. Design/methodology/approach Based on a survey of 372 participants, this study uses structural equation modeling to examine anticipated loneliness and anticipated negative evaluation from others (the “spotlight effect”) associated with solitary dining intention among university students in Japan and Taiwan. Findings Taiwanese university students report solo dining behaviors and intentions with as much frequency as their Japanese counterparts. While Japanese university students associate solitary dining with neutral or positive emotions, Taiwanese university students associate solitary dining with negative emotions, anticipating loneliness and negative evaluation from others. Research limitations/implications This study concludes with future research directions for both cross-cultural and post-colonial studies of solitary dining behavioral intention. Practical implications From a managerial perspective, the findings provide useful insights to restaurant practitioners and managers in East Asia, recommending settings designed to enhance warmth, quiet and a sense of belonging. Social implications This study examines colonial and post-colonial influences, and concludes with recommendations for future research on both cross-cultural and post-colonial approaches solitary dining behavioral intention. Originality/value This study contributes to existing cross-cultural studies in Europe and East Asia, but is the first to compare solitary dining in a Chinese linguistic context and the first to compare solitary dining in Taiwan and Japan.