Tourist Restaurants Research Articles

In search of restaurant excellence in Peru: key insights on food values

PurposeThe restaurants in Peru enjoy today a high level of international recognition, and the gastronomy of the country is recognised as one of the best in the world. For this reason, aspiring to excellence should be one of the priorities in the industry, which should mean, among other things, enhancing those aspects related to food with the greatest impact on the maximum level of customer satisfaction. However, to the authors knowledge, this research line has not been addressed before in the context of Peruvian restaurant, so that this research focuses on assessing the influence of food – through the concept of food values –, on the probability of reaching the maximum level of satisfaction both with the food consumption experience and with the foods consumed in restaurants in Peru. This research also takes into account differences according to the geographical origin of the customers.Design/methodology/approachAn in-person survey of customers was conducted at the exit of different flagship restaurants with a high level of recognition and tourist orientation in the department of Ayacucho (Peru) between September and November 2022. Five restaurants acknowledged as tourist restaurants were selected for this study, of which, one has been officially granted the status of Tourist Restaurant and One Fork, in accordance with the Peruvian legal regulations. A total of 468 valid questionnaires were collected. The database was analysed using descriptive statistics, principal component factor analysis for food values, and binary logistic regressions.FindingsThe following food values factors emerged from the factorial analysis: “Image and Accessibility (IAA)”, “Ethics and Sustainability (EAS)” and “Natural Food-Safe (NFS)”. For the overall sample, IAA is more influential in the probability of obtaining the maximum level of both satisfactions (i.e. satisfaction with the food consumption experience and with the foods consumed in restaurants in Peru). In second place, EAS, as well as NFS (the latter one with a significance level of 90%), also affect, in this order, the probability of obtaining the highest level of satisfaction, but only with the foods consumed. When the geographical origin of the customer is considered (regional, national, international), interesting findings appear. For national customers, IAA is the factor with the greatest impact on the probability of achieving the maximum level of the endogenous satisfaction variables considered, followed by EAS, whilst for regional customers, only EAS is found to be influential in the probability of obtaining the maximum level of both types of satisfaction. For international customers, no factor is found to exert a significant influence.Originality/valueThis is the first study to assess the influence of food values on the maximum level of satisfaction among restaurant customers in Peru with both the food consumption experience and the foods consumed. Thus, this research represents a notable contribution to this research line, especially considering the great international reputation of Peruvian cuisine.

Comparison of Performance and Risk of Tourism Companies, Restaurants and Hotels Before and During the Covid-19 Pandemic

This study aims to determine the performance and risks of tourism, restaurant and hotel companies during and before the covid 19 pandemic. This study uses four proxies to measure the company's performance, namely Return on Assets (ROA), Return on Equity (ROE), Tobins Q and Net Profit. Margin (NPM) and use two proxies to measure company risk, namely the standard deviation of Return on Assets (SDROA) and the standard deviation of Return on Equity (SDROE). The population in this study are tourism, restaurant and hotel companies for the period 2019-2020. The sampling technique used is purposive sampling technique based on certain criteria. The number of samples in this study were 15 companies with 120 observations. The data analysis technique used is to perform different tests before the pandemic and during the COVID-19 pandemic. The results showed that there were significant differences in the performance and risk of tourism, restaurant and hotel companies before the pandemic and during the pandemic.

Impact of Globalization on Entrepreneurial Risk

Globalization refers to the process of integration of the world into one huge market whereby it provides several opportunities to several people with the removal of all trade barriers among countries. Thus, economic activities of the world are influenced by globalization processes and globalization transfer. The risk for entrepreneurs is affected by economic crisis, political crisis, and technology crisis. Globalization has influenced blue-chip firms, small-scale businesses, and entire business world. This study assesses the impact of globalization on small and medium entrepreneur’s risk, focusing on Colombo districts’ small and medium apparel as well as tourist restaurants. Past literature had revealed the relationship between globalization and entrepreneurship using secondary and primary data and these used several models which had effectively proven the relationship of globalization and entrepreneur risk. A sample frame of 250 was selected using non- probabilistic sampling technique. 150 small and medium apparel enterprises were selected from the Colombo district and 100 small and medium tourist restaurants were also selected from the Colombo district. Face to face interview method was used for primary data collection. Secondary data were collected from reports of census and statistics department, and central bank. As a research model, canonical correlation and Manova were used to present the result of the data. SPSS and MS Excel were used to analyze the collected data. Apropos of the main findings of the study, there exist a positive correlation between globalization and entrepreneurial risk. Hence, it is imperative (sine qua non) for entrepreneurs to avoid risk factors of globalization due to the fact that risk causes huge damage to business by keeping continuous savings, joining ventures, issuing shares, and considering innovative investments as are the solutions to avoid the risk of globalization. This research contributes new knowledge to mitigate globalization related risks of entrepreneurship.

PENGARUH KUALITAS BAKERY TERHADAP KEPUASAN PELANGGAN RESTORAN WEDANG JAHE DI NUSA DUA BEACH HOTEL & SPA

Tourism in Indonesia is a growing business, especially in Bali. Bali has been long to be a vacation destination for both local and foreign tourists. It has contribution to business development in the tourism industry, including hotels and restaurants. In an effort to win the market competition, of course the tourism industry has done various things. This is the background of the research conducted by the writer at Nusa Dua Beach Hotel & Spa. The purpose of the study is to determine the effect of bakery quality. The writer uses quantitative analysis and also SPSS program to explain the correlation between bakery quality and customer satisfaction. The result found that (a) there is a very strong relationship between the quality of bakery and customer satisfaction of Wedang Jahe Restaurant at Nusa Dua Beach Hotel & Spa, (b) the quality of the bakery has impacted customer satisfaction aa much as 85,6 % which shows strong influenced, but there is still other factor impacted it which is not analysed in this study

관광음식점 소비자의 관계혜택이 긍정적 감정과 지각된 가치 및 행동의도에 미치는 영향

본 연구는 관광음식점의 이용 경험이 있는 소비자의 관계혜택의 요인을 추출하고 이러한 관계혜택이 긍정적 감정과 지각된 가치 및 행동의도의 영향관계를 밝히는데 목적을 갖고 통계적으로 검증하는 것이다. 본 연구의 실증분석 결과는 첫째, 관광음식점 소비자의 관계혜택 요인인 고객화 혜택, 경제화 혜택, 심리적 혜택은 긍정적 감정에 영향을 미치는 것으로 나타났으나 사회적 혜택과 긍정적 감정은 영향관계를 보이지 않았다. 둘째, 관광음식점 소비자의 관계혜택 요인인 고객화 혜택, 경제화 혜택, 심리적 혜택은 지각된 가치에 영향을 미치는 것으로 나타났으나 사회적 혜택과 지각된 가치는 영향 관계를 보이지 않았다. 셋째, 관광음식점 소비자의 관계혜택 요인인 심리적 혜택, 사회적 혜택, 경제적 혜택, 고객화 혜택은 행동의도에 모두 영향을 미치는 것으로 나타났다. 넷째, 긍정적 감정은 행동의도에 통계적으로 영향을 미치는 것으로 나타났다. 마지막 다섯째, 지각된 가치는 행동의도에 통계적으로 영향을 미치는 것으로 나타났다. 결론적으로 관광음식점 소비자의 관계혜택의 구성 요인은 긍정적 감정과 지각된 가치 및 행동의도에 중요한 영향을 미친다는 것으로 나타났다. 따라서 관광음식점을 이용하는 소비자에게 친근감, 고객과 직원 간의 긍정적 관계 정도가 높은 서비스를 제공하고 사회적 유대관계를 형성하여 고객의 재방문과 추천의향을 높일 수 있도록 더욱 노력해야 한다는 시사점을 나타내었다.

Covid 19 Salgınının Turistik Restoranlara Etkisi Üzerine Nitel Bir Çalışma (A Qualitative Study on the Effect of the Covid 19 Outbreak on Touristic Restaurants)

Purpose - The purpose of this study is to determine how touristic restaurants in Nevsehir were affected by the Covid-19 outbreak. Design/methodology/approach – Data were collected by interview method from 16 touristic restaurant operators in Nevsehir between 10-16 June 2020. The main problem of the research is how touristic restaurant operators are affected by the Covid-19 outbreak. Within the framework of this main problem, touristic restaurant operators who participated in the study were asked how they were affected by the Covid-19 outbreak, what they experienced in this process, and what changes will occur in restaurants when the process is over. Findings – As a result of the analysis, it was determined that the Covid-19 outbreak affected the tourist restaurant businesses and operators financially and morally. After Covid-19, restaurant operators think that this process will continue and that some sanctions may come to restaurants such as hygiene, social distance, seating arrangement, ventilation system and the use of disposable products. Discussion – The touristic restaurant operators participating in the study made suggestions that they should be assisted in providing state support to touristic restaurants, providing credit opportunities and delaying rents in order for the restaurants to overcome the Covid-19 process with the least damage and to ensure its continuity in the future.

Dance in Ethiopia: Traditionality and Contemporariness

Dance practices in Ethiopia remained vibrant, albeit transformed, as thecountry transitioned from feudalism to socialism (1974), and then to neoliberalcapitalism (1991). For centuries, a vast array of movement traditions has beenessential to religious and communal rituals in Ethiopia. Today, traditionalEthiopian dance is most visible in tourist restaurants or YouTube videos. Thetrajectory of dance from ritualised practices to commercialised performancespresents a seeming paradox: traditional Ethiopian dance as we know it today is,in fact, a modernised performance genre serving multiple functions: memorytransmission, ideological dissemination, and profit generation, among others.In the 1980s, the socialist state harvested dances from around the country toproduce “modernised” performances on the stages of government theatres,propagating the ideology of national unity amidst border wars and internaloppression. In the 1990s, as Ethiopia opened to the West, these dances continuedto be performed on restaurant stages, not so much to propagandise for thestate as to generate profit for the industry. The modernisation of traditionaldance continues in Ethiopia, under the auspices of neoliberal privatisation,which has also led to the westernisation of youth culture. Since the late 1990s,a group of young Ethiopians have devoted themselves to contemporarydance by adopting Western aesthetics and distinguishing their practice fromtraditional dance. Recently, they have grappled with the imperative to infuseEthiopian dance traditions in their work in order to be recognised in the globaldance field. Through dance ethnography, oral histories, and video archives,this paper illuminates both traditionality and contemporariness as historicalconstructs – categories of differential powers used to organise the currentdance field in Ethiopia.
 Keywords: Ethiopian dance, contemporary dance, traditional dance, multiple modernities, decolonizing dance

Innovation in Tourism Gastronomy in Cuzco, Peru

AbstractIn the last few years, Peruvian gastronomy has experienced an unprecedented growth. Hundreds of new restaurants have emerged across the country offering creative combinations of food and service. Surprisingly, there are very few systematic studies on the practice of innovation within the sector, and research adopting a customer-based approach is practically non-existent. This article analyzes innovation practices in Peruvian restaurants. The study starts by exploring the ecosystem innovation in this sector and then examines the relevance of innovative practices in the areas of product, service, ambience, sustainability, and marketing. The study focuses on tourist restaurants in the city of Cuzco, the main tourist destination in Peru. The research methodology included in-depth interviews and the application of structured questionnaires to an intentional sample of twenty representatives of renowned restaurants, gastronomy institutes, and relevant sectoral agencies. The information gathered offers valuable insights into the most relevant innovation practices in the gastronomic industry and, in addition, it introduces a new tool for future systematic studies in the sector. The study is also valuable for local restaurateurs and policy holders, as it evinces the need for more systematic efforts to incorporate innovation in restaurants and to promote the support of public/private sectoral organizations. Future research in this context could benefit from a broader sample of actors than those included in this study.

Comparative Organizational Performance After Economic Reforms: Evidence From Cuba's Tourist Restaurant Industry

This paper examines the performance of Cuba’s private and state-run tourist restaurants following the economic reforms of 2011. The policy reforms made it easier to open private restaurants, and reduced constraints owners/managers faced in hiring workers, obtaining credit, and procuring supplies. Starting around 2013, some state restaurants were turned over to workers to manage, which had the effect of improving performance. State-owned restaurants continued to operate, and state-sector reforms sought to provide incentives for better performance. I compare the pre and post-reform performance of these organizational forms using online ratings and sentiments expressed in user text reviews and find that private restaurants are always rated more highly. I also extract sentiments about aspects of the restaurant experience, and find that where state restaurants lag most is in service quality. A thriving private sector had the effect that state-owned restaurants also improved after reforms, with the improvement coming primarily from better service.

Analysis of Experiential Marketing Effect on Tourist Satisfaction Levels at The Tourist Restaurant in Belitung District

This study is to determine the effect of experiential marketing on the level of tourist satisfaction in tourist restaurants in Belitung Regency. Experiential marketing that was studied included the variables of sense, feel, think, act and relate. Data collection techniques used were interviews, questionnaires, and observations. The data analysis model used is multiple linear regression analysis with hypothesis testing carried out simultaneously and partially. Research on 115 samples shows that independent variables consisting of sense, feel, think, act and relate simultaneously have a very strong influence on the dependent variable tourist satisfaction level. While partially, the study produced that there are three variables namely feel, act and relate which have a significant influence on the level of tourist satisfaction, where the feel variable is the most dominant.

Persepsi dan Ekspektasi Wisatawan Terhadap Kualitas Pelayanan Rumah Makan Wisata di Desa Terong, Kabupaten Belitung

Kualitas pelayanan merupakan salah satu dimensi dalam mencapai kepuasan wisatawan ketika berkunjung, tidak hanya pada destinasi wisata tetapi juga pada restoran atau rumah makan wisata. Hal ini penting dijaga demi menjaga pariwisata berkelanjutan. Penelitian ini untuk menganalisis tingkat persepsi dan tingkat ekspektasi dari kualitas pelayanan rumah makan wisata di Desa Terong, Kabupaten Belitung. Kualitas pelayanan yang diteliti mencakup variabel tangible, reliability, responsiveness, assurance dan emphaty. Teknik pengumpulan data yang digunakan adalah wawancara, kuesioner, dan observasi. Model analisis data yang digunakan dengan metode Importance Performance Analysis (IPA), untuk mengetahui prioritas terhadap indikator yang dapat mempengaruhi kualitas pelayanan. Populasi penelitian adalah 60 orang wisatawan yang sedang berwisata di Kabupaten Belitung. Penelitian menunjukkan. indeks tingkat kesesuaian dari kualitas pelayanan berada pada angka 77,57 persen dan untuk meningkatkan kualitas pelayanan teridentifikasi terdapat sepuluh indikator yang menjadi faktor prioritas perbaikan. Enam indikator lain terdeteksi sebagai faktor penunjang kualitas pelayanan, berprestasi telah mampu memenuhi tingkat ekspektasi wisatawan.

Quality standards and competitive advantage: the role of human issues in tourism organizations

ABSTRACT This paper aims to analyze the relationship between internalization (heterogeneous adoption) of quality standards, human issues and competitive advantage using 407 organizations in six tourism subsectors: hotels and tourism apartments, travel agencies, restaurants, rural accommodation, beaches and tourism information offices. The results contribute to expand the previous studies about the effects of internalization of quality standards on operational and business performance by considering other effects related to human issues (training, motivation and involvement of employees). It also contributes to extend the results of these previous works by showing the effects of internalization on competitive advantage, and the role of human issues in the case of tourism organizations.

Estrategias del marketing viral y el posicionamiento de marca en los restaurantes turísticos de la Región de Puno

La investigación tiene como objetivos analizar las estrategias del marketing viral y del posicionamiento de marca que utilizan los restaurantes turísticos de la región de Puno e identificar el posicionamiento de marca en internet de los restaurantes turísticos de la región de Puno, a partir del uso del marketing viral, periodo 2016. Para dar a conocer la problemática existente y los esfuerzos para incrementar el posicionamiento de la marca a través del marketing viral, los métodos aplicados fueron: enfoque cuantitativo, método deductivo, tipo descriptivo - explicativo y diseño no experimental, usando técnicas de recolección como el análisis de contenido y observación estructurada. El resultado revela que la conectividad es la estrategia principal del marketing viral que contribuye al posicionamiento de marca por internet, sin embargo 43.75% difunden temas relevantes, 18.75% incentivos y 12.50% canje de cupones anunciados, lo cual contribuye a un moderado posicionamiento de marca de los restaurantes turísticos en un 50.0%, gracias a su presencia en el motor de búsqueda Tripadvisor y en la red social Foursquare. Concluyéndose que la conectividad en redes sociales genera un posicionamiento de marca moderado.

Consequences of Ecotourism in Nepal

Ecotourism focuses on ecological resource, environmental conservation, community development and economic development by maintaining low-impact and non-consumptive use of local resources. Various forms of ecotourism have emerged globally, including community-based ecotourism, ecosystem ecotourism, cultural ecotourism, nature-based ecotourism, protected area ecotourism, and rural ecotourism. Ecotourism, which prioritizes the conservation of natural resources, biodiversity, and the sustainability of ecosystems, yields more positive impacts on the environment, society, and culture than negative ones. It fosters social cohesion and mobility, strengthens traditional cultures and hospitality, and mitigates political conflicts. Economically, it generates direct employment in hospitality sectors like hotels, lodges, and tourist restaurants, playing a crucial role in the development strategies of many nations, particularly those in the process of development. For instance, in Nepal, ecotourism contributes significantly to enhancing forest cover, biodiversity, and other environmental benefits such as alternative energy sources. Moreover, it plays a pivotal role in poverty alleviation, rural development, agricultural transformation, community enrichment, and empowering women. However, during the initial stages of ecotourism development, challenges may arise in engaging adequate private agencies and local communities in providing accommodations, food services, tour management, and other tourism activities, especially during peak visitation periods. This study focused to the study of ecotourism in Nepal and its impacts on different sectors of the Nepalese society.

Ecotourism in Nepal

Ecotourism gives priority to ecological resource integrity, environmental conservation, community development and economic development by maintaining low-impact and non-consumptive use of local resources. There are different forms of ecotourism developed worldwide as community based ecotourism, ecosystem ecotourism, cultural ecotourism, nature based ecosystem, protected area ecotourism and rural ecotourism. It focuses on meeting three concurrent goals of biodiversity conservation, poverty reduction and business viability using sustainable principles and practices. In sustainable ecotourism, local government officials, local communities, NGOs, private sector and management committee had a great role for tourism development and maintaining healthy cooperation and coordination. Ecotourism had more beneficial impacts compared to adverse impacts on the environment, society and culture. It emphasizes the protection of natural resources, biological diversity and sustainability of resource. It increases mobility of people, social stability and harmony; strengthen traditional culture, hospitality and folkway; and decreases political conflicts. Economic benefits from ecotourism include direct employment in hotels, lodges, tourist restaurants, and tourist chauff euring. It is an integral part of the master development strategy of a developing nation. In Nepal, ecotourism helps to enhance forest cover, flora, fauna, greenery, alternative energy sources, natural resource, biodiversity and other environmental benefits. It had helped in controlling antisocial activities, conserving religious and cultural heritage, maintaining peace and prosperity and increase in cooperation of people with religious beliefs and religious tolerance. It had a great role in poverty alleviation, rural development, agricultural transformation, community enrichment and social empowerment of women in Nepal. In the early stage of ecotourism development, it is difficult to have adequate private agencies and local people involved in delivering lodging, fooding, tour management and tourism activities during peak visitation season. There is need of training on nature guiding, cooking, sustainable use of tourism resources, proper handling of tourism demands, expertise in park management and finance management.THE GAZEJOURNAL OF TOURISM AND HOSPITALITYVol. 8 No.1 Year 2017, page: 1-19

Replacing Local Labors Instead of Expatriate in Jordan Tourism Sector

The objective of this current study is to identify the issue of tourist expatriate labor, its effects on the touristic and economic levels, its ways of evaluation, the manner of dealing with its reasons and motivations, and the ways of replacing it with local labor. However, this labor is able to fill the gap to and from a pure Jordanian touristic product. In addition, it is able to obtain the maximum benefit from tourist activity. The results of the study revealed that the expatriate labor represents 17.6% of the total labor in the Jordanian tourist sector. Therefore, most of these labors are concentrated in hotels and tourist restaurants. Tourism is one of the Jordanian sectors that do not attract local labor, but are attractive to expatriate labor. The expatriate labor in the Jordanian tourist sector is complementary. Hence, it is not a substitute for the tourist professions. The study recommended the need to develop local tourist workers by holding courses for the Jordanian workers in the tourist hotels and restaurants. Also, training on lingual and specialized tasks which focuses on the medium university education should be provided for them. Also, vocational training corporations should be organized. This in turn fills the gap of the tourist activities that attract expatriate labor and amendment legislation and laws relating to wages and the nature of work in the tourism sector. Hence, this is aimed to attract local tourist labor.

POLICY MODELONMARINE TOURISM DEVELOPMENT IN WAKATOBI REGENCY (SE SULAWESI,INDONESIA)

Wakatobi Regency has a huge capacity in natural resources with it's beautiful and pristine coastal ecosystems that host 25 coral reefs species in diverse forms. The regency is considered as the world’s best biosphere and frequently visited by local and international tourists for diving/snorkeling. The objectives of this study are to determine the role of marine tourism in Wakatobi’seconomy and formulate an appropriate and strategic policy for its marine tourism development plan. Methods used in this research are theLocation Quotient (LQ) analysis to determine the relative ability of a sub-area to a wider area in the specific sector, and theProspective Participatory Analysis for preparing the marine tourism development plan. The LQ analysis for the marine tourism (trade, hotels, and restaurants) sector based on GDP data from 2004-2007 shows values ranging from 0.808-0.881, which indicate poor potential and low contribution of this sector toWakatobi’s economy. TheProspective Participatory Analysis involving 18 variables related to marine tourism development indicates that Wakatobi Regency has four key variables. These are:community behavior towards environmental protection, community character, human resources andmotivation. These variables would play an important role in preparing and implementing marine tourism development plan in Wakatobi Regency.

Effectiveness of reciprocal rule in tourism: evidence from a city tourist restaurant

The paper concerns the phenomena of reciprocal exchange which is know in social relations since ages and also used in business relations. Reciprocity is also a popular tool in tourism business. Presented research were conducted in a form of experiment in one of restaurants in Cracow city center. It was found that a small gift from a waiter (a chewing gum) lead to an increase in tips. Surprised and feeling grateful customers decided to leave a bigger tips than usually

A multidimensional model of marketing culture and performance

Purpose– The purpose of this paper is to examine a multidimensional model of marketing culture and performance in tourism restaurants operating in Jordan. The paper introduces a model proposing certain associations between Webster’s (1990) marketing culture dimensions and attempts to underline how such associations affect restaurants’ performance.Design/methodology/approach– A structured and self-administered survey was used, targeting managers and employees of tourism restaurants operating in Jordan. A sample of 334 tourism restaurants’ managers and employees were involved in the survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path model analysis was also used to test the hypothesised interrelationships of the research model.Findings– The empirical findings indicate that the marketing culture dimensions are seven rather than six, as proposed by Webster’s (1990) original model: service quality, interpersonal relationships, management–front-line interaction, selling task, organisation, internal communication and innovativeness. “Organisation” had positively and significantly affected “interpersonal relationships”. “Interpersonal relationships” had positively and significantly affected each of “management–front-line interaction”, “selling task” and “internal communications”. On the other hand, each of “management–front-line interaction”, “selling task” and “internal communications” had positively and significantly affected “innovativeness”. However, “innovativeness” itself had positively and significantly affected each of “service quality” and restaurant performance. Finally, “service quality” had positively and significantly affected restaurants’ performance.Research limitations/implications– Only seven dimensions of marketing culture were examined; meanwhile, there could also be other dimensions that affect restaurants’ performance. This paper has also examined the effect of a multidimensional model of marketing culture on restaurants’ financial performance only; the use of other types of non-financial measures could yield different results. The fact that paper’s sample consisted only of Jordanian restaurants further limits its generalisation potential.Practical implications– The paper reinforces the importance of sound marketing culture to Jordanian tourism restaurants. It further underlines the importance of several marketing culture dimensions, particularly those related to employees’ selection, development and communication. Further, the paper emphasises the particular importance of front-office employees to the success of Jordanian restaurants. Tourism restaurants’ managers and executives can benefit from such findings for designing their marketing culture strategies to achieve long-term performance objectives.Originality/value– This paper represents the first empirical attempt to examine the interrelationships between marketing culture dimensions introduced by Webster (1990). Accordingly, it should shed more light on the dynamics of marketing culture within service organisations, and how such dynamics affect organisations’ performance. Further, the paper is the first of its kind to study marketing culture dynamics in the context of Jordanian tourism restaurants industry. International tourism restaurants planning to expand their operations in Jordan’s tourism industry have now valuable empirical evidence concerning the marketing culture dimensions and their effect on performance.

Marketing culture and business performance

Purpose– The purpose of this paper is to examine the validity and reliability of marketing culture measurement scale developed by Webster (1990, 1993) in the context of Jordanian tourism restaurants industry. Further, the paper aims to assess the impact of marketing culture, and its dimensions, over Jordanian restaurants performance.Design/methodology/approach– A structured and self-administered survey was employed targeting managers and employees of tourism restaurants operating in Jordan. A sample of 334 of tourism restaurants managers and employees were involved in the survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, validity, and composite reliability. Two structural path models analyses were also used to test the hypothesized relationships of the research model.Findings– The empirical findings indicate that marketing culture dimensions are found to be seven rather than six dimensions as proposed by the original model; service quality, interpersonal relationships, management-front-line interaction, selling task, organization, internal communication, and innovativeness. A new dimension is found, named as management-front-line interaction, which exerted a positive and significant effect on restaurants performance. The structural findings indicate that the marketing culture “construct” has a positive and significant effect on restaurants performance, meanwhile only three out of seven of its dimensions exerted a positive and significant effect on restaurants performance; innovativeness, management-front-line interaction, and organization, respectively.Research limitations/implications– Theoretically, the author examined only seven components of marketing culture; meanwhile there could be other factors of marketing culture, or other organizational factors, that may affect restaurants performance. Empirically, the research has also examined the effect of marketing culture on restaurant financial performance only. Further, the research is industry limited; tourism restaurants in Jordan. Accordingly, the findings cannot be generalized to other service industries without further examination.Practical implications– Tourism restaurants managers should recognize that marketing culture is not simply a number of dimensions that shape it rather; it is a complex organizational phenomenon that affects performance. Marketing culture is a multidimensional construct that consists of seven dimensions not just six as proposed by the original model. Tourism restaurants managers and executives can benefit from the research findings while designing their marketing culture strategies to achieve long-term performance objectives.Originality/value– This is the first research effort devoted to reveal the marketing culture dimensions and examine their effect on tourism restaurants performance in Jordan. Executives and managers can benefit from the research findings to enhance their marketing culture strategies to achieve long-term objectives. International tourism restaurants planning to expand their operations in Jordan's tourism industry have now empirical evidence concerning the marketing culture dimensions and their effect on performance.