The Impact of Visual Marketing on Restaurant Customers' Purchasing Behavior: The Mediating Role of Customer Attitudes

Document Type : Original Article

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Hotel Management Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

This study explores the impact of visual marketing on restaurant customers' purchasing behavior, emphasizing the mediating role of customer attitudes. Given the intense competition in the restaurant industry, innovative strategies such as sensory marketing—especially visual marketing—have become essential in influencing customer decisions. Visual marketing leverages elements like colors, lighting, designs, and product presentation to enhance customer perception and overall experience. Data were collected from restaurant customers in Egypt through an online survey, and the analysis was conducted using SPSS 22 and Warp PLS 8. The findings indicate that visual marketing directly influences customers' purchasing behavior and also shapes their attitudes toward restaurants. Additionally, customer attitudes serve as a mediator in the relationship between visual marketing and purchasing behavior, where positive attitudes enhance the likelihood of favorable purchasing decisions. The study recommends improving visual marketing strategies in restaurants by utilizing attractive designs, appropriate lighting, and modern technologies such as digital screens and augmented reality.

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