Purpose – This study aims to test the coolness scale developed by Kock (2021) for the context of Brazilian restaurants.
Design/methodology/approach – First, the coolness scale underwent translation and content validation. After this, data was collected via an online survey from 207 participants who had been to a restaurant considered cool, based on the concept of coolness. To analyze the data, the Structural Equation Modeling (SEM) technique was applied using SmartPLS 3 software.
Findings – The results showed that the coolness scale is valid in the context of Brazilian restaurants, as it presented significant validity and reliability indices. It was possible to perceive greater relevance of the 'originality' dimension, which obtained the highest structural coefficient (0.830).
Research implications – In theoretical terms, the research shows that the scale can be applied in restaurants and further studies can be carried out to observe the relationship between coolness and other constructs.
Practical implications – Given the competitiveness of the restaurant segment, it is believed that the perception of coolness by consumers can be a relevant source of competitive advantage for establishments in this sector.
Originality/value – This is a study that tests the concept of coolness in restaurants, which has not yet been done in tourism research. This is relevant for the advancement of knowledge, as tourists who visit cool destinations also want to eat in cool restaurants
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Turismo: Visão e Ação, linked to the Graduate Program in Tourism and Hospitality - Master's and Ph.D., is a scientific journal published in a continuous flow system, with an interdisciplinary and international scope. According to Qualis/CAPES criteria (2017-2020), it is classified as 'A3' in the fields of Administration, Accounting Sciences, and Tourism. Registered with ISSN number 1983-7151, Tourismo: Visão e Ação began its activities in 1998 with printed publications in English and Portuguese. In 2008, it transitioned to an online publication, expanding its reach to a broader audience. It maintains a policy of being an open-access journal without submission or access fees. The abbreviated title for the journal is Tur., Visão e Ação, commonly used in bibliographies, footnotes, references, and bibliographic captions.
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