Themed Restaurants and Hospitality: What do Young People Think?

Abstract

The paper holds the relationship between Z Generation consumers and themed restaurants, as well as their comprehension about hospitality. In order to achieve this purpose, a qualitative research was conducted with a semi-structured interview and on a focus group with ten consumers who attend two Geek themed restaurants in São Paulo. To analyze the collected data, the Content Analysis method was applied with software Atlas ti to identify categories related to hospitality and respondents' perception of the surveyed locations. Findings include Z generation perception about the importance of authenticity and hospitality in the servicescape as main reason for them to visit a themed restaurant.