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The extant literature documents the significance of nostalgia-evoking stimuli in promoting consumer behavior. Despite the prevalent use of nostalgia-evoking stimuli in restaurant service, research on nostalgia-evoking restaurants is significantly lacking. As a result, little is known about customers’ cognitive responses toward nostalgia-themed restaurant stimuli and their influences on customer loyalty behavior. Thus, grounded in an extended stimulus-organism-response model, this study aims to examine the role of nostalgia-evoking restaurant stimuli in explaining an integrated model focusing on nostalgia, in relation to local food consumption value, familiarity with nostalgia-triggering restaurants and loyalty and continued patronage.

The authors collected data from 544 Taiwanese customers at nostalgia-themed restaurants. Using PROCESS (Model 6), the direct and indirect effect of nostalgia-evoking restaurant stimuli on loyalty and continued patronage were examined.

The confirmatory factor analysis results showed that five domains of restaurant attributes (i.e., service staff, exterior and interior design, furniture and tableware, local food and atmosphere) are nostalgia-evoking stimuli. The authors also found that these nostalgia-evoking stimuli significantly affected customer loyalty indirectly, through customers’ consumption value and familiarity.

The results of this study help identify the importance of nostalgia-generating cues in nostalgia-themed restaurants and their roles in postpurchase behaviors. The outcomes contribute to an improved understanding of how to exploit nostalgic sentiments in nurturing diners’ consumption value, maintaining customer loyalty and generating greater profits.

To the best of the authors’ knowledge, this is one of the few studies examining restaurant attributes evoking nostalgia and explaining the mechanism by which nostalgia-evoking stimuli affect consumer behavior.

The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further.

The paper uses the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nostalgia-themed restaurants are selected to complete a questionnaire survey, and SPSS22.0 and LISREL8.70 are used for data analysis and hypothesis testing.

The results of the paper show that NE consists of four dimensions in the context of China: atmosphere nostalgia, interpersonal nostalgia, family nostalgia and personal nostalgia. Among these, NE has a significant positive impact on brand trust and brand attachment; further, brand trust has a significant positive impact on brand attachment and plays a partial mediating role in the impact of NE on the latter.

As the nostalgic restaurant industry is the research object, the theoretical model described here may be limited to this specific industry. The potential applicability of the theoretical model to other service industries requires further study.

The results of the paper are helpful in building a good nostalgic experience, increasing consumer trust in restaurant brands, and strengthening the connection between NE and restaurant brand reconstruction.

The results of the paper on the impact of NE on brand trust and brand attachment provide a referential basis and guide for services’ companies (e.g. restaurants) to revitalize the services’ brands.

The first contribution is that NE scale is constructed for the nostalgia-themed restaurants. The second contribution is that the paper reveals the mechanism of the impact of NE on brand trust and brand attachment.

Historically, hot springs have been regarded as hedonic and foodie destinations, yet the antecedents that affect tourists' intentions for local cuisine in hot springs remain unexplored. The present study aims to address this knowledge gap by considering the role of nostalgia and hedonic values in tourist food consumption.

Data were collected from 315 domestic tourists by intercept surveys conducted in the Beitou Hot Spring, Taiwan. Covariance-based structural equation modeling (SEM) and bootstrapping were used to test the hypotheses as well as mediating effects.

Nostalgia positively influences hedonic values, which affect tourists' intentions for local food consumption. Unexpectedly, nostalgia does not directly influence tourists' preferences due to complete mediation through hedonic values.

Given a growing number of young consumers visiting hot springs, hedonic experience is essential and more effective for pulling visitors and stimulating local food consumption than nostalgia vibes are. Cross-cultural samples and qualitative research are suggested for future studies.

The study demonstrates different levels of nostalgia in different ages. It highlights the mediating role of hedonic values between nostalgia and tourists' intentions for local cuisine in the hot spring destinations, which has been overlooked in previous studies. Originality is also established by simultaneously investigating hedonic values and behavioral intentions within the context of food tourism.

Given the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.

In this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.

BR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.

Managers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.

The research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.

Modernization and the rise of living standards have introduced new variants of traditional foods, from their tastes to the way they are enjoyed. This study aims to explore and examine the impacts of both traditional and modern marketing stimuli on restaurant choice intention for experiencing culinary traditions, hence answering the question of how traditional and modern aspects live together to bring about the most desirable experience for customers of traditional cuisine.

Based on the stimuli-organism-response (S-O-R) theory and mixed research methods, a model linking service quality dimensions, perceived value and restaurant choice intention is formulated and tested on quantitative data from 431 customers of Gen Y and Gen Z, given the case of Vietnamese Pho.

The findings show that food quality demonstrates the strongest impact on restaurant choice intention, followed by authenticity and nostalgia marketing. These relationships are partially mediated by perceived value. Hygiene risks and perceived value are also found to directly affect restaurant choice intention. Nevertheless, our findings are quite different between Gen Y and Gen Z customers.

This research provides crucial strategic implications for restaurant managers when it comes to serving traditional foods for different generations.

This study responds to the existing gap by examining and comparing the impacts of traditional and modern marketing stimuli on restaurant choice intention through the mediating role of perceived value. Our study also actively contributes to the ongoing multigenerational research stream by affirming the moderation role of generations (Gen Y and Gen Z) in those relationships.

The use of modern technologies in restaurants has become a trend. For food and beverage services, embracing new technologies helps solve the dilemmas of increasing labor costs and the high level of staff turnover in the industry. However, knowledge regarding how consumers perceive and evaluate technology-assisted dining experiences (TADEs) is limited. This study aims to conceptualize and operationalize TADEs while considering increasing technological applications in restaurants.

This study conducted in-depth interviews with 71 restaurant consumers in Nanjing and Wuhan, China. Following the interviews, this study carried out a survey and identified the factor structure of TADEs.

The in-depth interviews identified 26 attributes of TADEs. An analysis of the survey data identified four important aspects (with 21 items) of TADEs, namely, novelty and fashion, convenience, high efficiency and restrictions and possible risks.

Hospitality managers can implement the suggested measures for dining service design and technology management to improve the experiences of customers.

These findings have theoretical implications for the new phenomenon of technology-integrated dining, the application of technology and consumer management in the catering industry.

This study aims to examine international tourists’ local African food consumption experiences by using an attribute–benefit–value–intention (ABVI) framework.

A total of 336 respondents were collected in Ghana, Africa. A series of quantitative research methods were used in the data analysis to explicate the relationships.

By assessing critical structural relationships, 8 out of 14 hypothetical relationships were found to be empirically supported. They include the paths between food novelty, restaurant quality and food quality as antecedents of epistemic value, the path between restaurant quality and food quality and the path between restaurant quality and consumption value.

This study establishes the psychological mechanism behind tourists’ local food consumption experiences and further extends the utility of the consumption value theory and ABVI framework into the local food experience context. It confirms that tourists’ local food consumption experiences involve a sequential psychological process involving local food attribute evaluation, benefits sought, consumption values and future intention. This study offers a thorough explanation of variables that are crucial to promoting indigenous ethnic food consumption experience.

To generate the measurement instrument seven steps were implemented. A total of 819 questionnaires were collected in Yunnan Province, China, where it has long tradition of eating insects.

This study aims to explore the influences of the multidimensional benefits of consuming insect-based food on its consequences. Food neophilia and hedonic motivation are used as moderating variables.

Health, nutritional value, taste and cultural domains effectively explained consumers’ attitudes toward insect-based food, food consumption value, satisfaction, subjective well-being, loyalty to the restaurant and community attachment. Food neophilia and hedonic motivation partially moderated the relationships between the proposed constructs.

This study provides a conceptual model for exploring insect-based food consumption experiences and offers a useful guideline for developing and designing marketing strategies for stakeholders in the food and restaurant industry.

This is one of the few studies examining the benefits of consuming insect-based food from the perspective of consumers.

Of the studies covering culinary tourism and traditional culture, Generation Z remains an underexplored group despite being the primary consumers of future tourism. Research into young consumers’ motivations is hoped to clarify, protect, and sustain Hong Kong Tong sui among this generation. As such, this study focuses on Generation Z to understand the types of novel experiences Tong sui can create for them, and it is worth exploring in depth the diet that young people are interested in from the perspective of traditional food.

Based on Creswell’s guidelines for quantitative research, we investigated the relationships among multiple elements of Hong Kong Tong sui and Generation Z tourists. A corresponding questionnaire was designed to gather information for statistical analysis and contains five sections. The first part solicited basic respondent information. Sections 2–5 presented several key terms (nostalgic emotion, food authenticity, FCV, and purchase intention) to frame the questionnaire in terms of our hypotheses. Items were scored on 7-point Likert-type scales for ease of processing in SPSS 26.0.

All hypotheses were supported, with nostalgia having the most significant influence on Generation Z’s purchase intentions. Besides, young generations are willing to buy traditional food when exposed to the restaurants or enterprises have nostalgic elements and inspire nostalgia in consumer. Generation Z’s thoughts about food authenticity notably played a more significant role than FCV in terms of the nostalgia of traditional food. In addition, food authenticity and FCV were found to indirectly mediate the relationship between nostalgic emotion and purchase intention.

Examining these types of campaigns geared toward Generation Z tourists to advertise traditional food has enriched this tactic’s applicability. The approach also constructs a foundation to scrutinize the appeal of traditional dishes among young consumer groups to potentially strengthen such food’s influence.

This study highlights the importance of leveraging nostalgia and understanding the emotional connection that Generation Z has with traditional cuisine. It suggests that enterprises can develop new products or revive traditional recipes that cater to the nostalgic preferences of Generation Z. Marketing innovations, such as using social media influencers, can also be employed to create awareness and generate interest in traditional food. Traditional food can contribute to tourist destinations' promotion and differentiate them from competitors, boosting the tourism and catering industries and creating employment opportunities.

The promotion and preservation of traditional food can contribute to the preservation of cultural identity and heritage. By engaging local communities in culinary initiatives and fostering community pride, traditional food tourism can strengthen the connection to cultural heritage and encourage the preservation of traditional culinary practices. This engagement can lead to sustainable development by promoting local traditions and ensuring the participation of the local community in tourism activities.

This study offers novel theoretical insights into traditional food consumption and food marketing, thus narrowing gaps in research on young consumers and traditional food. Results enrich the understanding of Generation Z’s intentions to purchase traditional food by highlighting tourists’ preferences. Guidelines are also provided for the operators on creating nostalgic campaigns that appeal to young generations.

By applying the theory of consumption value as a conceptual framework, this study aims to investigate the impact of consumption values, namely, functional value (FV), conditional value (CV), social value (SV), emotional value (EV) and epistemic value (EPV) on attitude and repurchase intention in the Halal cosmetics context.

Considering the increasing transmission cases of the new variant of COVID-19, online questionnaires were distributed to 233 Muslim consumers in Indonesia to collect data. The hypotheses were then validated using partial least square-structural equation modeling.

The results showed that FV, CV, SV, EV and EPV positively affect consumer attitudes toward Halal cosmetics. The attitude toward Halal cosmetics also positively affects Halal cosmetics repurchase intention.

Two limitations are recognized for future studies, including the generalizability in consumer generation and the obscurity of what predictors determine consumer consumption values.

Halal cosmetics marketers must ensure that the positioning strategy and the value proposition contain elements of consumption values (functional, conditional, social, emotional and epistemic). In addition, an appropriate marketing communication strategy needs to be developed to strengthen consumer awareness and increase consumer knowledge regarding the values offered related to Halal cosmetics.

To the best of the authors’ knowledge, this study is the first attempt to comprehensively address the theory of consumption values by considering all consumption values to understand consumer repurchase intentions in the context of Halal cosmetics.