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Journal of Hospitality Marketing & Management Volume 21, 2012 - Issue 1
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Articles

Where Everybody Knows Your Name: Homophily in Restaurant Atmospherics

Nathan D. Line Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA
,
Rodney C. Runyan Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, Tennessee, USACorrespondence[email protected]
,
Wanda Costen Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA
,
Robert Frash Department of Hospitality and Tourism Management, College of Charleston, Charleston, South Carolina, USA
&
John M. Antun Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA
Pages 1-19 | Published online: 29 Dec 2011
 
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Abstract

Atmospherics are an underresearched, yet important aspect of restaurant performance. This study takes an exploratory approach to measurement development, by conceptualizing a social capital scale to measure homophily in five different restaurant settings, and all three traditional meal periods. A national sample of 1,220 restaurant-goers was obtained, and a unidimensional construct reflecting homophily was found overall; for breakfast and lunch periods, and within three of the five restaurant types. We offer insight into these findings, and discuss the use of the scale in future research.

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