Solo dining in Chinese restaurants: A mixed-method study in Macao

Area of Science:

• Social Sciences
• Hospitality and Tourism Studies
• Cultural Studies

Background:

• Contemporary Chinese society sees a rise in solo dining due to changing family structures and individualistic lifestyles.
• Existing literature often assumes a group-oriented dining preference in Chinese culture, potentially overlooking solo diners.
• Macao's unique socio-cultural context presents an interesting setting to study solo dining behaviors.

Purpose of the Study:

• To investigate the motivations, behavioral characteristics, and experiences of solo diners in Macao's Chinese restaurants.
• To explore the social and cultural factors influencing solo dining in this specific regional context.
• To provide insights for the hospitality industry to cater to the growing solo diner market.

Main Methods:

• A sequential exploratory mixed-method design was employed.
• Qualitative data was gathered through 18 in-depth interviews.
• Quantitative data was collected via a survey of 493 local diners.

Main Results:

• Key motivations for solo dining include freedom of choice and satisfying hunger.
• Solo-friendly attributes, food preferences, and restaurant characteristics are significant factors for solo diners.
• Solo dining is perceived positively in Macao, contrary to generalized assumptions about Chinese dining culture.

Conclusions:

• Solo dining in Macao is influenced by diners' socio-cultural backgrounds and regional characteristics.
• The positive perception and commonality of solo dining challenge essentialized views of Chinese group-oriented dining.
• Managerial strategies should be developed to accommodate the increasing number of solo diners.