Journal of Hospitality and Tourism Management | 2021
Do it yourself effect on restaurants – The pandemic effect: Driven by the fear appeal theory
Abstract
Using the stimulus-organism-response framework and norm activation theory model, the objective of this study is to gain insights into the effect of fear appeal due to stimuli manipulations (namely;Covid-19 knowledge, disease deterrence, family norms) on diners’ behavior (namely;frugality and self-efficacy), and their subsequent responses (namely;perceived economic well-being and conspicuous cooking). An online survey was conducted to study how people with dining-out habits were switching to home cooking during the Covid-19 lockdown. Results suggest that fear appeal serves through the three stimuli resulting in frugality and self-efficacy, which energize them to perceived economic well-being and conspicuous of their cooking. This empirical research looks at theoretical implications concerning consumer behavior in the context of dining-out vis-a-vis home cooking during pandemic along with possible implications on the restaurant business.