Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services
In highly developed countries, more and more people use culinary services. Cooking at home, for the family, is giving way to culinary services. Consumers either order food home or use the offers of restaurants and bars. Consumers’ choice of culinary form may be influenced by cooking television progr...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-12-01
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| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/13/1/115 |
| _version_ | 1827384700513026048 |
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| author | Bożena Gajdzik Magdalena Jaciow Radosław Wolniak Robert Wolny |
| author_facet | Bożena Gajdzik Magdalena Jaciow Radosław Wolniak Robert Wolny |
| author_sort | Bożena Gajdzik |
| collection | DOAJ |
| description | In highly developed countries, more and more people use culinary services. Cooking at home, for the family, is giving way to culinary services. Consumers either order food home or use the offers of restaurants and bars. Consumers’ choice of culinary form may be influenced by cooking television programs. Many TV stations broadcast cooking programs. This study examined the impact of television culinary programs on consumer behavior in the restaurant services market. The article examines the interplay of emotional responses, personality traits, and culinary preferences to understand how TV cooking programs influence dining decisions. The study was conducted using the CAWI method, which involved 742 respondents. The study, conducted between May 2021 and April 2022, was addressed to people who visited restaurants presented in the Polish culinary TV show titled “Kitchen Revolutions”. The study revealed that almost 3/4 of the respondents chose restaurants based on the program’s recommendations. Although there was a strong emotional connection with this program—nearly half of the respondents expressed delight in the taste of snacks and main courses—this did not always translate into an increased frequency of eating meals away from home. Only every third respondent said that the program influenced their gastronomic behavior. The research hypotheses examined the extent to which culinary TV shows influence the frequency of visits to restaurants, the perceived quality of life, and the influence on consumers with specific personality traits. The results partially supported the hypothesis that cooking programs on television encourage people to eat out more often, but the perceived impact on quality of life and on some personality traits was less clear. The article contributes to the understanding of consumer behavior in the food service market by highlighting the complex dynamics of emotional reactions, personality traits, and the impact of culinary television programs. The findings have practical implications for the restaurant industry, suggesting a focus on emotional impact, food quality and presentation, and targeting marketing strategies towards consumers who are open to new experiences and ready to experiment. |
| first_indexed | 2024-03-08T15:07:04Z |
| format | Article |
| id | doaj.art-1b2ad3fba29c49e2b8ca6a64d309c07f |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-08T15:07:04Z |
| publishDate | 2023-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-1b2ad3fba29c49e2b8ca6a64d309c07f2024-01-10T14:56:59ZengMDPI AGFoods2304-81582023-12-0113111510.3390/foods13010115Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food ServicesBożena Gajdzik0Magdalena Jaciow1Radosław Wolniak2Robert Wolny3Department of Industrial Informatics, Silesian University of Technology, 40-019 Katowice, PolandDepartment of Digital Economy Research, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, PolandFaculty of Organization and Management, Silesian University of Technology, 44-100 Gliwice, PolandDepartment of Digital Economy Research, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, PolandIn highly developed countries, more and more people use culinary services. Cooking at home, for the family, is giving way to culinary services. Consumers either order food home or use the offers of restaurants and bars. Consumers’ choice of culinary form may be influenced by cooking television programs. Many TV stations broadcast cooking programs. This study examined the impact of television culinary programs on consumer behavior in the restaurant services market. The article examines the interplay of emotional responses, personality traits, and culinary preferences to understand how TV cooking programs influence dining decisions. The study was conducted using the CAWI method, which involved 742 respondents. The study, conducted between May 2021 and April 2022, was addressed to people who visited restaurants presented in the Polish culinary TV show titled “Kitchen Revolutions”. The study revealed that almost 3/4 of the respondents chose restaurants based on the program’s recommendations. Although there was a strong emotional connection with this program—nearly half of the respondents expressed delight in the taste of snacks and main courses—this did not always translate into an increased frequency of eating meals away from home. Only every third respondent said that the program influenced their gastronomic behavior. The research hypotheses examined the extent to which culinary TV shows influence the frequency of visits to restaurants, the perceived quality of life, and the influence on consumers with specific personality traits. The results partially supported the hypothesis that cooking programs on television encourage people to eat out more often, but the perceived impact on quality of life and on some personality traits was less clear. The article contributes to the understanding of consumer behavior in the food service market by highlighting the complex dynamics of emotional reactions, personality traits, and the impact of culinary television programs. The findings have practical implications for the restaurant industry, suggesting a focus on emotional impact, food quality and presentation, and targeting marketing strategies towards consumers who are open to new experiences and ready to experiment.https://www.mdpi.com/2304-8158/13/1/115gastronomic consumerconsumer behaviorstelevision cookingfood choicesculinary programs |
| spellingShingle | Bożena Gajdzik Magdalena Jaciow Radosław Wolniak Robert Wolny Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services Foods gastronomic consumer consumer behaviors television cooking food choices culinary programs |
| title | Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services |
| title_full | Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services |
| title_fullStr | Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services |
| title_full_unstemmed | Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services |
| title_short | Gastronomic Curiosity and Consumer Behavior: The Impact of Television Culinary Programs on Choices of Food Services |
| title_sort | gastronomic curiosity and consumer behavior the impact of television culinary programs on choices of food services |
| topic | gastronomic consumer consumer behaviors television cooking food choices culinary programs |
| url | https://www.mdpi.com/2304-8158/13/1/115 |
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