Abstract
Consuming Food and Beverage is one of the most frequent non-aeronautical activities that passengers enjoy at airports and that significantly contributes to airport profitability. Despite this, there is still limited research aimed at analysing passengers’ consumption behaviour of F&B. With the aim to contribute to this somewhat under investigated research area, this study applies a factor-cluster analysis on a sample of 1,139 airport travellers. Results from factor analysis reveal four underlying dimensions of F&B perceptions (i.e. atmospherics, staff quality, value of money, product quality) and one dimension related to satisfaction and intention to recommend airport-based F&B services (i.e. “satisfaction and intention to recommend”). Cluster analysis applied to the scores of the five factors reveal that three clusters exist (i.e. “enthusiastics”, “neutrals” and “price sensitives”). Chi-squared analysis tests show that significant differences exist based on socio-demographics (i.e. age, education level, employment status), travel-related variables (i.e. frequency of travelling) and flight-related variables (i.e. flying and check-in modality). Contributions to the theory, managerial implications and limitations to the study are discussed, and suggestions for further research are made.
Highlights
In the last two decades, the size of the tourism sector has been steadily increasing and the international arrivals rate has displayed an upward tendency, reaching a value of 6.8% in 2017 (WTTC, 2018)
Respondents were asked to assess their level of agreement with 27 items selected to measure atmospherics, staff quality, product quality, value for money, satisfaction and intention to recommend to others of the F&Brelated retail services they experienced
A neutral position was reported to exist in terms of value for money, with airport travellers scoring relatively low on items such as ‘Prices of food and beverage of this airport are competitive with other airports’ (M = 3.23), ‘The products have a good quality/price ratio’ (M = 3.22) and ‘Prices are reasonable’ (M = 3.02)
Summary
In the last two decades, the size of the tourism sector has been steadily increasing and the international arrivals rate has displayed an upward tendency, reaching a value of 6.8% in 2017 (WTTC, 2018). Tourism forecasts reveal that international arrivals are expected to reach. To view a copy of this license, visit https://creativecommons.org/licenses/by/4.0/ RESEARCH PAPER. European Journal of Tourism Research 23, pp.
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