Strategic target customers of food and beverage offerings in full-service hotels: Outside-hotel customers

Sung Gyun Mun, Eunhye Olivia Park, Linda Woo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)


A strategic focus by full-service hotels to attract outside-hotel (i.e., non-hotel) customers significantly improves their operating performance in both the food and beverage (F&B) department and the rooms department. In these aspects, a full-service hotel's unique gastronomic resources should be considered important attributes for attracting niche gourmet tourists and developing a strategic competitive advantage. Targeting outside-hotel customers can also be beneficial for generating additional cash flow and improving gastronomic brand awareness. Therefore, most full-service hotels should substantially redefine their F&B offerings and target customers, as focusing heavily on in-house guests is not an effective business strategy but rather a waste of costly resources. Full-service hotels should proactively expand their F&B offerings to local residents and compete with independent local F&B premises in various business aspects.

Original languageEnglish
Article number103159
JournalInternational Journal of Hospitality Management
Publication statusPublished - Apr 2022


  • Gastronomic experience
  • Hotel F&B offerings
  • Hotel operating performance
  • In-house guests
  • Outside-hotel customers

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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