Abstract
The tourism and hospitality industry plays a vital role in the global economy, and service quality is a key factor in the success of this sector. A menu is a carefully designed list of food and beverage offerings provided by a restaurant or hotel, serving as both a functional guide for customers and a powerful marketing tool. This study examines the role of menus as a marketing tool for promoting tourism and hotel products in Libya, with objectives aiming to investigate the impact of various menu elements on consumer attitudes toward restaurants and their subsequent behavioural intentions. A quantitative approach is adopted for this descriptive research, with a sample size of 300 consumers with SEM PLS as data analysis technique. This study contributes to the understanding of the significance of menu design and content in shaping consumer perceptions and behaviour within the hospitality industry he conclusion of this study based on the research results state both of Design, Attractiveness, and Professionalism positively influences Customer experience. Design, and Professionalism are not positively influencing Satisfaction, Attractiveness positively influences Satisfaction. Design, attractiveness, professionalism not positively influences loyalty intention with customer experience as a mediating variable and Design, attractiveness, professionalism not positively influences loyalty intention with satisfaction as a mediating variable. The implication of this study underscores the need for appealing, culturally authentic menus to enhance customer experience and satisfaction in Libya's hospitality industry. While menu elements influence perceptions, additional strategies are needed to build loyalty. The findings offer practical and strategic insights for improving marketing and customer engagement.
Published Version
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