Tipping behaviour in 5-star hotel restaurants: the moderated mediation effect of alcohol consumption and customer gender

The purpose of this study is to explore the factors influencing customer tipping behaviour in the context of 5-star hotel restaurants and to examine the moderating role of alcohol consumption and customer gender on the relationship between guest satisfaction and tipping behaviour. The research employs a quantitative methodology, using surveys distributed to 213 customers. The results demonstrate that food quality and restaurant atmosphere are associated with guest satisfaction. Furthermore, alcohol consumption and customer gender are key moderators in the relationship between guest satisfaction and tipping behaviour. The study also reveals that restaurant ambiance directly affects tipping behaviour. These findings provide valuable information for managers in the hospitality industry to enhance food quality, restaurant atmosphere, and guest satisfaction, while also providing a deeper understanding of tipping behaviour in Vietnam.