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Type: Journal article
Title: BYOB as a risk-reduction strategy (RRS) for wine consumers in the Australian on-premise foodservice sector: exploratory insights
Author: Bruwer, Johan de Wet
Rawbone-Viljoen, Christopher
Citation: International Journal of Hospitality Management, 2013; 32(1):21-30
Publisher: Pergamon
Issue Date: 2013
ISSN: 0278-4319
School/Discipline: School of Agriculture, Food and Wine
Statement of
Johan Bruwer, Christopher Rawbone-Viljoen
Abstract: This baseline exploratory study investigated the main drivers of perceived risk of wine consumers in the Australian restaurant environment and the effectiveness of bring-your-own-bottle (BYOB) of wine as a risk-reduction strategy (RRS). The BYOB ‘culture’ is well-established with 22% of respondents reporting they engaged in BYOB the last time they dined out. The main drivers of risk were: ordering a wine that complements the meal (functional); ordering a wine that suits the occasion (functional); choosing wines that will please the dining group (social); fear of being caught driving while intoxicated (physical); and the reputation of the restaurant (functional). Functional risk was by far the most significant risk type, followed by physical and social risk. The risk measurement scale returned a Cronbach alpha of 0.69 indicating the model had acceptable reliability for an exploratory study. In testing the relationship between risk types and using BYOB as a RRS significant correlations exist between functional risk and engaging in BYOB when celebrating a special occasion (H₂); social risk to bring wines that please the dining group (H3); financial risk to combat high prices on wine lists (H₄); and time risk to avoid the inconvenience and time spent on selecting, ordering and waiting for a wine to be fetched and opened (H₅). These findings suggest that BYOB should be recognised as a RRS in its own right.
Keywords: Bring-your-own-bottle (BYOB); Wine; Risk-reduction; RRS; On-premise; Foodservice; Australia
Rights: © 2013 Elsevier Ltd. All rights reserved.
RMID: 0020124714
DOI: 10.1016/j.ijhm.2012.03.016
Appears in Collections:Agriculture, Food and Wine publications

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