THE PERCEPTIONS OF WINE CONSUMERS REGARDING THE USE OF DIGITAL WINE LISTS IN DIGITALLY ORIENTED RESTAURANTS

The aim of this paper is to examine and analyze the perceptions of wine consumers regarding the use of digital wine lists in restaurants. The empirical research was conducted using a specially designed questionnaire, which was completed by 406 respondents from 2020 to 2021. The data analysis applied...

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Bibliographic Details
Published inEkonomika poljoprivrede (1979) Vol. 70; no. 3; pp. 841 - 853
Main Authors Labus, Pero, Lukić Nikolić, Jelena
Format Journal Article
LanguageEnglish
Published Belgrade Balkan Scientific Association of Agricultural Economists 02.10.2023
Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
Subjects
Consumers
Customer services
Data analysis
Decision making
digital technologies
Digital technology
digital wine list
Empirical analysis
Hypotheses
Kolmogorov-Smirnov test
Likert scale
perceptions
Questionnaires
Research methodology
Restaurants
Statistical analysis
Statistical tests
Tourism
Wine
Wines
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Summary:The aim of this paper is to examine and analyze the perceptions of wine consumers regarding the use of digital wine lists in restaurants. The empirical research was conducted using a specially designed questionnaire, which was completed by 406 respondents from 2020 to 2021. The data analysis applied descriptive statistics, KolmogorovSmirnov test, Levene’s test, and the Kruskal-Wallis H test. The results showed that restaurants with digital wine lists are preferred by consumers who are at the young age group (between the ages of 18 and 35), have no prior knowledge about wine, and visit restaurants frequently (a few times per month). These respondents are willing to recommend digitally oriented restaurants and their services to others. The results and conclusions presented in this research could serve as a foundation for decision-makers and managers in restaurants to consider the introduction of digital wine lists and to improve their restaurant’s attractiveness.
ISSN:0352-3462
2334-8453
DOI:10.59267/ekoPolj2303841L