Enhancing dine-out decisions: The role of precautionary measures and digital marketing in mitigating perceived risk at small eateries in Balis tourist hubs

Sutapa, I Nyoman and RACHMAD, ALEXANDER DUNCAN and Tarigan, Zeplin Jiwa Husada and Wullur, Magdalena (2024) Enhancing dine-out decisions: The role of precautionary measures and digital marketing in mitigating perceived risk at small eateries in Balis tourist hubs. [UNSPECIFIED]

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Abstract

Perceived risk is important in home-based restaurant businesses in tourist areas, especially in influencing tourists views of risk when deciding to eat at a home-based restaurant. This perception of physical and psychological risks can influence tourists intentions to dine out. This research aims to measure the magnitude of the influence of perceived risk on tourists intention to dine out, as well as the role of precautionary measures and digital marketing strategies as moderating variables. Data was collected from 143 respondents who were consumers of home restaurants in several tourist areas in Bali, Indonesia. Data analysis used SmartPLS version 4.0 to test the relationship between research variables. The results show that perceived physical risk does not significantly impact tourists intention to dine out. In contrast, perceived psychological risk has a strong negative influence on the perceived psychological risk the more likely tourists will dine on site. Health prevention measures implemented by restaurants (precautionary measures) and digital marketing strategies directly affect tourists intention to dine out. Interesting digital content on social media related to food and beverage products has also been proven to increase this intention. However, precautionary measures and digital marketing as moderating variables do not significantly strengthen the relationship between perceived risk and intention to dine out. This research provides insight for home restaurant business owners to pay attention to consumer risk perceptions and utilize digital marketing strategies effectively. Creating interactive and informative content on social media is very important to increase tourist intent. This research also enriches the literature on consumer behavior and service science in tourism.

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