Exploring Cross-National Differences in Consumer Engagement: A Comprehensive Study of Business Processes, Interaction Methods, Incentives, and ICT Utilisation in the HoReCa Sector in Poland and the UK

This research aims to develop a framework for analysing companies' activities related to sourcing consumers' knowledge and apply this framework to the hotel, restaurants, and catering (HoReCa) sector in Poland and the UK. Data collection involves case studies within the HoReCa industry, and the research methodology considers the four key perspectives of companies' activities: (1) the business process, (2) methods of interaction, (3) incentives for knowledge sharing, and (4) ICT support. The research demonstrates that HoReCa companies actively engage consumers through diverse projects, emphasising feedback-related activities. While UK-based companies exhibit more extensive consumer involvement across various business processes, including product development, marketing, and customer service, Poland-based projects focus primarily on consumers' opinions. The study identifies significant differences in interaction methods, incentives, and ICT offerings between the two countries analysed. For academics, the study contributes to the understanding of cross-cultural variations in consumer engagement strategies within the HoReCa sector. From a practical standpoint, HoReCa businesses can tailor their consumer engagement strategies based on regional disparities highlighted in the study.