INFLUENCE OF HEALTHY EATING CONCERNS ON MENU CHOICE DECISIONS AMONGST CUSTOMERS IN STAR-RATED HOTELS IN NAKURU COUNTY, KENYA

Abstract

Menus occupy a significant position in the hotel business as they purpose to navigate customers to achieve satisfaction and exceed expectations in their food choices. Meals consumed out-of-home have been associated with enhanced intake of large food portions that are high in calories and low in nutritional value, exposing customers to an increased risk of weight gain and/or obesity. The main objective of this study was to assess the influence of healthy eating concerns on menu choice decisions amongst customers in star-rated hotels in Nakuru County, Kenya. The study was guided by the following specific objectives: to establish the influence of dietary patterns, food portions, nutritional knowledge, and food consumption habits on menu choice decisions among customers in star-rated hotels in Nakuru County in Kenya. The study was informed by the Food Choice Process Model and Theory of Planned Behaviour. An exploratory research design was used in the study with a target population of 785 from 19 star-rated hotels in Nakuru County, Kenya. The study used stratified and simple random sampling techniques to establish a sample size of 265 star-rated hotel customers. Data was collected using a closed-ended questionnaire and analyzed using the Statistical Package for Social Sciences (SPSS) version 26.0, with hypotheses tested at a p<0.05. Descriptive statistics were employed to characterize the data, and inferential statistics of multiple regression were utilized to demonstrate the relationship between independent and dependent variables. The study findings show that the four dimensions of healthy eating concerns, including dietary patterns, food portions, nutrition knowledge and food consumption habits, explained 49.4% of the variation in customer menu choice decisions. The study findings revealed that dietary patterns (β1=0.265, p=0.001) had a positive and significant effect on consumer menu choice decisions. It was also found that food portions (β2=0.276, p=0.000) significantly and positively influenced consumer menu choice decisions. Furthermore, consumer menu choice decisions were positively and significantly influenced by nutritional knowledge (β3=0.157, p=0.037). Finally, it was established that food consumption habits (β4=0.188, p=0.007) had a positive and significant effect on consumer menu choice decisions. The study concluded that dietary patterns in menu choice decisions are motivated by lifestyle factors, while personal and economic factors determine the food portions. Customers' understanding of menu information depends on their knowledge to choose and consume foods that meet their nutritional needs. In contrast, seasonal availability and demand for fresh foods on menus influence the consumption habits of consumers. The study recommends that hotels should provide diverse nutritious food items on menus to promote healthy eating habits in customers.