A bite of nostalgia: The influence of nostalgia in consumers' loyalty intentions at traditional restaurants

This study aims to examine the role of nostalgia in influencing consumers' loyalty intentions at traditional restaurants in China. Data was collected from 1082 consumers at three representative traditional restaurants in Yangzhou, China. They were then screened and analysed through SPSS and structural equation modelling. The results revealed that consumers who feel more nostalgic at traditional restaurants tend to perceive higher value of their dining experience, which in turn lead to higher loyalty intentions. The study also confirmed the positive effects of restaurant food, environment and service on triggering consumers' nostalgia at traditional restaurants. Moreover, both theoretical and managerial implications are provided.