Abstract:

One of the sectors most affected by technological developments and global crises is the food and beverage sector. With the process of digitalization in the sectors, the Covid-19 pandemic has caused the emergence of innovations and new business models in restaurants operating in the food and beverage sector. In order to reduce the negative impacts of the pandemic on the industry, restaurants have begun to turn to the business model "Duchy Kitchen", which represents virtual restaurants that are based only on package service. These restaurants do not provide physical meals, but instead provide package service to the homes or workplaces. Through distribution channels, ghosts can influence the behavior of consumers to buy from the kitchen, their benefits and risk perceptions. The purpose of the research is to determine the impact of the perceped benefits and risks on the intention to buy from ghost cuisine. The study collected data online from 387 academics through the survey. According to the research findings, personal benefits and social / social benefits have a negative impact on the intention to buy from ghost cuisine, personal risk and social / social risk have a negative impact on the intention to buy from ghost cuisine. This work is 22. The report was developed and expanded at the National Tourism Congress.

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