Menus as Marketing Tools for Resort Hotel Restaurants

There is a paucity of published research regarding menus as marketing tools for resort hotel restaurants. Few studies focus on menu design as a sales tool although several emphasise the role of service employees as marketing tools for restaurant menus. Similarly, few studies focus on online menus and their effectiveness in influencing potential customers' decision-making processes although several show that menus can be advertised through various marketing channels, e.g. newspapers. This book investigates menus as marketing tools for resort hotel restaurants through menu-related factors (MRFs): menu item descriptions; menu variety; menu design.