A natural observation study to determine the behaviors of customers purchasing a'la carte menu service in a hotel chain

This study aims to reveal the food and beverage purchasing behaviors (local food and beverage preferences, tipping, interaction, food waste, taking photos, etc.) of customers buying a'la carte menu service in a chain hotel business operating in İstanbul during the COVID-19 pandemic. Natural observation technique was used as the data collection tool for this study in which qualitative research method was adopted. Within the scope of the study, a natural observation form was created by deriving from the literature. To ensure the content validity of the observation form, seven experts (five researchers, and two experienced hotel employees) were consulted on 15th July 2021. As a result, the observation form was revised and then, pilot study was carried out between 4 August-29 September 2021. During the pilot study, food and beverage behaviors of 23 customers (17 women, four men, two children) were observed. After the revisions made on the natural observation form, 341 customers (140 men, 160 women and 40 children) purchasing a'la carte menu service in the restaurant of the hotel chain were observed between 7 October 2021 and 28 January 2022. During observations, the documents obtained from the hotel automation system, in which food and beverages and payment information were written, were regularly examined as well. As a result, it was determined that 52% of the customers who purchased a'la carte menu services did not make any reservations while approximately 59% of the customers with reservation did not stay at the hotel in which the research was conducted. In addition, it was also revealed that 59.23% of the customers had a meal together with their family members; that 69% of them started to eat meal together; that 56% of them paid in "cash"; that 48% of them preferred local food and beverages; that 41% of them left food on the plate, and that 43.6% of them gave tip. On the other hand, it was observed that very few customers (6%) exhibited complaint behavior. Keywords: Food and Beverage Behavior, Tourist Behavior, Complaint, Tipping, A la carte menu service, Natural Observation.