Irish theme pubs : an evaluation of environmental cues
O'Mahony, G. Barry, Binney, Wayne and Hall, John 2004, Irish theme pubs : an evaluation of environmental cues, in CAUTHE 2004 : Creating tourism knowledge : Proceedings of the 2004 Council for Australian Tourism and Hospitality Education conference, University of Queensland, Brisbane, Qld., pp. 546-557.
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CAUTHE 2004 : Creating tourism knowledge : Proceedings of the 2004 Council for Australian Tourism and Hospitality Education conference
Council for Australian Tourism and Hospitality Education Conference
University of Queensland
Place of publication
A major phenomenon in hospitality retailing in recent years has been the growth in Irish theme pubs. These pubs consist of a collection of both tangible and intangible attributes referred to as environmental cues or atmospherics. Although environmental cues have been found to have a significant influence on consumer behaviour, little research has been conducted into their effects within Irish theme pubs. Using an established research framework, the aims of this study were to identify and evaluate environmental cues within Irish theme pubs and to establish how the dimensions of this framework influenced customers of Irish theme pubs in Melbourne. Qualitative interviews were conducted with customers of six selected Irish theme pubs and with the owners of these establishments. Whilst confirming the impOliance of environmental cues to Irish theme pub customers, the study also provides information that has application for hospitality retailers.
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