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Wednesday December 3rd, 2008 |
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Cornell Study Finds No Effect on Restaurant Sales for Full-spectrum Lighting |
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A real-life test of full-spectrum lamps in a local restaurant found no support for the idea that full-spectrum light changes diners' behavior, according to a new report issued by the Cornell Center for Hospitality Research. |
The report, 'Examining the Effects of Full-spectrum Lighting in a Restaurant, ' by Stephani K.A. Robson and Sheryl E. Kimes, is available at no charge from the Cornell University Center for Hospitality Research website at http://hotelschool.cornell.edu/research/chr/pubs/reports/2007. Robson is a senior lecturer at the Cornell University School of Hotel Administration, where Kimes is a professor.
Noting the assertion that full-spectrum lighting is more attractive to restaurant guests, the authors changed the lamps in the main dining room of a popular casual dining restaurant. Their idea was to test the notion that full-spectrum light changes people's behavior. 'What we found, though, is that sales didn't change when we put in the full-spectrum lamps,' said Robson. 'We think more study is needed, and we cannot rule out possible effects of full-spectrum light. But for the moment, we caution restaurant owners to save their money, rather than purchase expensive full-spectrum lamps.'
The manipulations in the restaurant's lighting were intentionally subtle, because the researchers did not want to interfere with operations and did not want to call attention to the lighting alterations. The changes in the main dining room apparently went unnoticed, no guest commented and average checks and dining duration did not change substantially after the lamps were altered. On the other hand, sales in the restaurant's second dining room, the experiment's control room, increased during the test. Consequently, the researchers concluded that something else was at work in terms of changes on restaurant sales. For that reason, they suggest designing additional experiments to test the effect of full-spectrum light.
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the Center's 57 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The Center also publishes the award-winning hospitality journal, the Cornell Hotel and Restaurant Administration Quarterly. To learn more about CHR and its projects, visit www.chr.cornell.edu.
CHR Partners and sponsors: AIG Global Real Estate Investment, Denihan Hospitality Group, Expedia, Inc., Four Seasons Hotels and Resorts, HVS International, JohnsonDiversey, Inc., Kohinoor Group, LRP Publications, Marriott International, Inc., Marsh's Hospitality Practice, Mobil Travel Guide, Nestlé, PricewaterhouseCoopers, Proskauer Rose LLP, Smith Travel Research, Southern Wine and Spirits of America, Inc., SynXis (a Sabre Holdings Corporation), Taj Hotels Resorts and Palaces, Thayer Group of Companies, Travelport, and Wimberly Allison Tong & Goo.
CHR friends: 4Hoteliers.com Caribbean Hotel and Restaurant Buyers Guide Cody Kramer Imports Cruise Industry News DK Shifflet & Associates ehotelier.com Estrela Marketing Solutions Fireman's Fund Insurance Company Gerencia de Hoteles & Restaurantes Global Hospitality Resources Hospitality Confections Hospitality Financial and Technology Professionals (HFTP) hospitalityInside.com hospitalitynet.org Hotel Asia Pacific Hotel China HotelExecutive.com Hotel Interactive Hotel Resource International CHRIE International Hotel and Restaurant Association International Hotel Conference iPerceptions KPMG Japan/Global Management Directions Lodging Hospitality Lodging Magazine PKF Hospitality Research The Resort Trades RealShare Hotel Investment & Finance Summit RestaurantEdge.com Shibata Publishing Co. The Lodging Conference TravelCLICK UniFocus WageWatch, Inc. WIWIH.COM
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