Award Date

1-1-2000

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Andrew Hale Feinstein

Number of Pages

99

Abstract

Restaurateurs spend millions of dollars yearly in the design, building, and renovations to their establishments. In many cases, atmosphere has a greater influence over consumers' purchase decisions than the product itself. One of the most easily and inexpensively adjusted element of the atmosphere is music; The purpose of this study is to determine the effects of music genre and intensity on patrons' ethnic menu item selection of a military dining facility in the Southwestern United States. The extent to which ethnic music could influence associated ethnic menu items was examined; Three research questions were formulated to address this issue. The first question asked if specific ethnic music genre significantly affects patrons' selection of an associated ethnic menu item in a military dining facility. The second research question examined whether specific levels of music intensity of an ethnic music genre significantly effect patrons' selection of an associated ethnic menu item in a military dining facility. The final research question focused on the demographic traits of patrons. Did customers' demographics significantly affect their ethnic menu item selection? All three questions were analyzed using multinomial regression analysis. (Abstract shortened by UMI.).

Keywords

Dining; Effects; Ethnic; Facility; Genre; Intensity; Item; Menu; Military; Music; Selection; Study

Controlled Subject

Behaviorism (Psychology); Marketing; Music; Ethnology--Study and teaching

File Format

pdf

File Size

2928.64 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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