Open AccessThe Future of Tipping in Hospitality: An Exploratory Study on Consumer Attitude in Canada
Author(s) -
Sylvain Charlebois,
Poppy Riddle,
Janet Music
Publication year - 2022
Publication title -
international journal of business and management
Language(s) - English
Resource type - Journals
eISSN - 1833-8119
pISSN - 1833-3850
DOI - 10.5539/ijbm.v17n4p53
Subject(s) - hospitality , exploratory research , prosocial behavior , psychology , feeling , perception , marketing , social psychology , hospitality industry , affect (linguistics) , social media , business , political science , sociology , tourism , communication , neuroscience , anthropology , law
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.