Faktory ovlivňující atraktivitu restaurací na periferii

This thesis examines the factors influencing the attractiveness of restaurants located on the outskirts of cities. The aim of the thesis is to identify and analyze these factors from the perspectives of both customers and operators, and to compare how the two groups perceive the attractiveness of out-of-town restaurants. The theoretical section defines the specifics of the hospitality industry, the role of gastronomy in tourism, the nature of peripheral restaurants, and the main factors influencing customer decision-making. The empirical section employs a combination of qualitative and quantitative approaches. The main source of data consists of in-depth semi-structured interviews with customers and operators of peripheral restaurants, supplemented by an analysis of online reviews. The results show that the attractiveness of a peripheral restaurant arises from the interplay of the quality of the menu, service level, environment, atmosphere, accessibility, price, and the overall customer experience. A peripheral location presents a specific context that can serve as both a barrier and a source of attractiveness. Customers expect a clear reason to visit, while operators emphasize the establishment’s ability to attract and retain customers and receive positive feedback. The study also provides practical recommendations for restaurant operators located outside city centers.