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The Future of Tipping in Hospitality: An Exploratory Study on Consumer Attitude in Canada

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Listed:
  • Sylvain Charlebois
  • Poppy Riddle
  • Janet Music

Abstract

This exploratory study examines the perception of gratuity behaviours in Canada during the COVID-19 pandemic. Using a nationwide survey, results were analyzed using statistical and cross tabulation analysis and interpreted through a prosocial spending framework to understand consumer behaviour in which food service patrons perceive emotional benefits from the experience. We find tipping is still strongly supported and most do not anticipate this to change. Social expectations of tipping amounts have not changed and remain at 15% (restaurant) and 10% (deliveries). Though most respondents perceive an increase in social expectations during the pandemic, there seems to be a slight decrease in support for tipping with the youngest age range and more supportive of tipping alternatives. Financial impacts of income loss may have contributed to less use of tipped services but does not seem to affect tipping behaviours. With people feeling in control of their own decisions, and perceive it as benefiting others and enabling connection, there is still strong support for tipping as a social norm.

Suggested Citation

  • Sylvain Charlebois & Poppy Riddle & Janet Music, 2023. "The Future of Tipping in Hospitality: An Exploratory Study on Consumer Attitude in Canada," International Journal of Business and Management, Canadian Center of Science and Education, vol. 17(4), pages 1-53, February.
    • Handle: RePEc:ibn:ijbmjn:v:17:y:2023:i:4:p:53
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    References listed on IDEAS

    as
    1. ChihChien Chen & YangSu Chen, 2017. "The impacts of different types of cuisines and restaurants on gratuities," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(2), pages 154-173, April.
    2. Michael Lynn, 2018. "The Effects of Tipping on Consumers' Satisfaction with Restaurants," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(3), pages 746-755, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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