Exploring the effect of atmospherics on place attachment in a theme restaurant using PLS path modelling

This study empirically explores the effect of restaurant atmospherics on place attachment in a restaurant with different themes. A few research studies have been conducted on traditional Middle Eastern societies, where western-style restaurants are an imported phenomenon. Differences in the perception of restaurants’ atmospherics have found their way into official vocabularies, using the terminology "Sonnati" for domestic non-western style restaurants. In this case, the factor of nostalgia that is inherent in Sonnati restaurants must be taken into account when analysing place attachment. To further understand the dynamics of place attachment in the Middle Eastern hospitality sector, a multi-group analysis was conducted to compare place attachment indicators among 118 customers in one section of the Sinipor-Gilanian restaurant with Sonnati characteristics and 313 customers in another section with modern characteristics. A partial least squares (PLS) approach was used to analyse the data. The findings showed that ambience and dining equipment had significant effects on place attachment in both parts of the restaurant. Facility aesthetics and staff had a positive impact on place attachment only in the modern section. Considering the results of this study, restaurant managers should assess their establishments’ ambience based on customers’ perception to create attachment and loyalty to the restaurant. Future studies should address the quality of food and service as a determinant factor in choosing a restaurant.