Abstract
Abstract The Diffusion of Innovations (diffusion) field is a well-established area for academic research across a range of social science disciplines. One of diffusion's key applications is to help predict the adoption rates of new products and technologies in new markets. To date, however, the application of the diffusion field, generally to hospitality and tourism, including the prediction of adoption rates, has been limited. This paper presents a conceptual framework for predicting the success of chain restaurants entering international markets, using diffusion's key principles. Following an overview of diffusion, including theoretical issues affecting the application of diffusion in a service sector environment, the paper presents a case study of an application of diffusion theory to the international expansion of a U.S. chain restaurant to Australia.
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