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244440

The Impact of Applying Molecular Gastronomy Techniques on Achieving Dimensions of Competitive Advantage in Cairo Egyptian Restaurants

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Last updated: 29 Dec 2024

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Abstract

Abstract This research aims to examine the impact of applying molecular gastronomy techniques on achieving dimensions of competitive advantage in Cairo Egyptian restaurants. For achieving the research aim, a questionnaire form was designed and distributed to a random sample of guests who frequently visit five-star restaurants. Participants received information to examine the effects of molecular gastronomy and evaluate their experience of these dishes towards dimensions of competitive advantage in terms of cost/price, quality, flexibility/variety, delivery/time, and innovation/technology using a five-point Likert scale, which 385 responses were received and valid to analyze by SPSS V.25. Results indicated that most of the guests of five-star restaurants that apply molecular gastronomy are young people and have highly educated. Furthermore, the majority of guests liked the molecular gastronomy experience and has knowledge and awareness of those dishes. The research recommendations include:, "Restaurants are conducting a marketing campaign aimed at educating guests about molecular gastronomy dishes, which those dishes edible for all different categories and ages of guests, whether children, youth, men and women, and that dishes can be eaten both inside and outside the restaurant, which those dishes have not any harmful effect on health".

DOI

10.21608/ijtah.2022.244440

Keywords

Key Words: Molecular Gastronomy Techniques, Food Innovations, Competitive advantage, Dimensions, Cairo Egyptian Restaurants

Authors

First Name

Mohammed

Last Name

Elsayed

MiddleName

Alaa

Affiliation

Demonstrator, Hotels Studies Department, Faculty of Tourism and Hotels, Mansoura University

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City

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Orcid

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First Name

Sherif

Last Name

Soliman

MiddleName

Gamal

Affiliation

Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University

Email

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City

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Orcid

-

First Name

Mohammed

Last Name

Zohry

MiddleName

Abd El-Fattah

Affiliation

Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University

Email

-

City

-

Orcid

-

Volume

2

Article Issue

1

Related Issue

35063

Issue Date

2022-01-01

Receive Date

2022-06-16

Publish Date

2022-01-01

Page Start

17

Page End

44

Print ISSN

2812-6033

Online ISSN

2812-6041

Link

https://ijtah.journals.ekb.eg/article_244440.html

Detail API

https://ijtah.journals.ekb.eg/service?article_code=244440

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244,440

Publication Type

Journal

Publication Title

International Journal of Tourism, Archaeology and Hospitality

Publication Link

https://ijtah.journals.ekb.eg/

MainTitle

The Impact of Applying Molecular Gastronomy Techniques on Achieving Dimensions of Competitive Advantage in Cairo Egyptian Restaurants

Details

Type

Article

Created At

23 Jan 2023