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Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic?

Author

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  • Fan Cheong

    (Asia-Pacific Academy of Economics and Management, University of Macau, Macau SAR 999078, China)

  • Rob Law

    (Department of Integrated Resort and Tourism Management, Faculty of Business Administration, Asia-Pacific Academy of Economics and Management, University of Macau, Macau SAR 999078, China)

Abstract

COVID-19 presents a formidable challenge to global tourism. One of the emergency measures adopted by the Macau restaurant industry has been to increase its revenue by joining an online-to-offline (O2O) platform. Nevertheless, are there any risks that follow these opportunities? This article aims to explore whether any risks follow these opportunities, which could extend the literature. Study 1 explores the key factors that customers focus on by analyzing the content of customer reviews published on the Aomi platform through Python. Results show that brand credibility, freshness, and taste remained prominent in the customers’ dining experience. Packaging, delivery quality, and hygiene emerged as new factors due to the COVID-19 pandemic and the popularity of the O2O platform. Customers and staff continued to participate in service interactions through these online channels. Meanwhile, Study 2 contributes to the present understanding of O2O services in restaurants by interviewing catering professionals, and the results highlight how restaurateurs adopt their strategies on O2O platforms.

Suggested Citation

  • Fan Cheong & Rob Law, 2022. "Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic?," IJERPH, MDPI, vol. 19(9), pages 1-19, April.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:9:p:5100-:d:799560
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    References listed on IDEAS

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    Cited by:

    1. Li, Yuanshuo & Zhang, Zili & Pedersen, Susanne & Liu, Xudong & Zhang, Ziqiong, 2023. "The influence of relative popularity on negative fake reviews: A case study on restaurant reviews," Journal of Business Research, Elsevier, vol. 162(C).
    2. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.
    3. Abbasi, Amir Zaib & Qummar, Hamza & Bashir, Shahid & Aziz, Shahab & Ting, Ding Hooi, 2024. "Customer engagement in Saudi food delivery apps through social media marketing: Examining the antecedents and consequences using PLS-SEM and NCA," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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    Keywords

    COVID-19; restaurant; O2O; customer review; dining experiences;
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