Digital or physical satisfaction? The effects of consumers' digital intentions and physical experiences on revisiting the restaurants.

The purpose of this study is to examine the impact of consumers' digital purchasing intentions and physical experiences on their intention to revisit restaurants. The study examined the utilization of restaurants' Instagram pages within the framework of the Uses and Gratifications (U&G) theory. The study aimed to measure the impact of the Uses and Gratifications theory on Instagram sales, the influence of sales on restaurant visits, the effect on the hospitality experience of restaurant visitors, and the extent to which it affects restaurant visitation behavior. Using structural equation modeling, this study examines the mediating effects of Instagram satisfaction and restaurant visit intention on revisit intention. This study found that the Uses and Gratifications theory suggests that satisfaction with information, convenience, and self-expression influences satisfaction with Instagram. However, satisfaction with entertainment and social interaction does not have the same effect. Satisfaction with Instagram influences visitation, intention to visit impacts the satisfaction experience and visit satisfaction influences revisitation. The findings of this study make theoretical and practical contributions by extending the application of the Uses and Gratifications (U&G) theory to the use of Instagram by restaurants, as presented in a table in the final section. Restaurant managers can utilize social media platforms to connect with customers and establish two-way communication, thereby facilitating engagement with their restaurants. When updating social media accounts, businesses should also create environments that encourage repeat visits. This can be achieved through friendly staff, high-quality food and beverage offerings, and maintaining a pleasant atmosphere and excellent service. Social media satisfaction alone may not lead to repeat visits. These results also encourage restaurant businesses to utilize Instagram accounts to meet users' needs and increase their likelihood of revisiting the restaurant.