Title: Evolving food servicescape under post COVID-19 new normal conditions: empirical evidence from Sri Lankan restaurant industry

Authors: Shamila Wijesundara; Chaturi Danthanarayana; Ruwan Ranasinghe; Piyumi Perera; Asanka Bandara; Namal Gangananda; Shashika Pattiyagedara; Nipuni Fernando

Addresses: Faculty of Management, Department of Tourism Studies, Uva Wellassa University, Badulla, 90000, Sri Lanka ' Faculty of Management, Department of Tourism Studies, Uva Wellassa University, Badulla, 90000, Sri Lanka ' Faculty of Management, Department of Tourism Studies, Uva Wellassa University, Badulla, 90000, Sri Lanka ' Department of Indigenious Health Sciences, Gampaha Wickramarachchi University of Indigenous Medicine, Yakkala, 11870, Sri Lanka ' Faculty of Management, Department of Tourism Studies, Uva Wellassa University, Badulla, 90000, Sri Lanka ' Faculty of Management, Department of Tourism Studies, Uva Wellassa University, Badulla, 90000, Sri Lanka ' Faculty of Management, Department of Tourism Studies, Uva Wellassa University, Badulla, 90000, Sri Lanka ' Faculty of Management, Department of Management Sciences, Uva Wellassa University of Sri Lanka, Badulla, 90000, Sri Lanka

Abstract: Global food service industry has tremendously been challenged due to evolving conditions of COVID 19 pandemic. Under new normal condition, servicescape gets greater sentience from potential customers in search of risk-free dining. This study aims at exploring the evolving servicescape of Sri Lankan restaurant industry. A series of in-depth interviews with restaurant operators were conducted and thematic analysis was used to analyse qualitative data. A wide gap between challenges and measures taken was evident. Regaining the faded customer trust and continuing operations under restrictions were threatening. The study recommends exclusive and realistic approaches to advance the evolving servicescape of restaurants.

Keywords: servicescape; restaurant industry; new normal condition; food service; challenges and measures; customer trust; restaurant operators; risk-free dining; thematic analysis; restrictions for operations.

DOI: 10.1504/IJTA.2022.128055

International Journal of Tourism Anthropology, 2022 Vol.9 No.1, pp.52 - 75

Received: 17 Sep 2021
Received in revised form: 05 Sep 2022
Accepted: 06 Sep 2022
Published online: 04 Jan 2023 *

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