What is the Level of Customers' Trust in the Safety of Food and Beverage Labels at Egyptian Hotels?

Document Type : Original Research Articles



The aim of the current paper is to investigate the level of customers' trust in the safety of food and beverage labels at Egyptian hotels. Descriptive approach was used.  Data was represented by customers’ opinions through a questionnaire. There is a difficulty in identifying the members of the population. Therefore, it is suitable to choose a non-probability sample such as a convenience sample. The stratified sample has included 492 tourists who visited the hotels of Cairo, Luxor and Aswan in Egypt. The findings revealed that the overall evaluation of customer's trust in foods served at the hotels of Cairo, Luxor and Aswan came at a high level (4.04) and SD= 0.14. Therefore, the coefficient of variance is 0.03 %. In addition, the customer's trust is significantly different according to city, nationality, gender, age, marital status, and educational level at a significant level (0.05), while there is no statistically significant difference according to the family size factor. Moreover, the customer's trust is significant correlated with the perceived quality (r = 0.794), behavioral attitudes (r = 0.104), subjective norms (r = 0.426) and perceived behavioral control (r = 0.192). There is no significant correlation with behavioral intention. Finally, there is a positive correlation between customers' purchase intention and subjective norms (r = 0.126). Finally, the paper concludes with a set of recommendations including Egyptian hotels dependence on food products from accredited international organizations, increasing organic foods, and merging them in the hotel's marketing plan.


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