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1.2.2 PROBLEM DIAGNOSIS

Table 1 indicated the fishbone diagram being developed based on the main problems that Nancy’s Kitchen faced, categorized into five
dimensions, that are low brand recognition, low brand attitudes, lack of professional photography, unsystematic page appearance and layout,
and visual complexity of information. All these factors in turn cause low intention for existing Instagram followers to visit the restaurant.

Figure 1.1 Fishbone Diagram.

1.2 RESEARCH QUESTIONS

Based on the problematic situation, there are three research questions have been identified:
RQ1: Does professional food and beverage photography affect visitors’ visit intention towards restaurant selection.
RQ2: Does lower visual complexity affect visitors’ visit intention towards restaurant selection.
RQ3: Does uniform page appearance and layout affect visitors’ intention towards restaurant selection.
RQ4: Does brand recognition affect visitors’ visit intention towards restaurant selection.
RQ5: Does endorsed brand attitude affect visitors’ visit intention towards restaurant selection.

1.3 RESEARCH OBJECTIVES

From the research questions above, the research objective is being developed:
RO1: To examine whether professional food and beverage photography will influence visitors’ visit intention towards restaurant selection.
RO2: To examine whether the lower visual complexity will influence visitors’ visit intention towards restaurant selection.
RO3: To examine whether the uniform page appearance and layout will influence visitors’ visit intention towards restaurant selection.
RO4: To examine whether the brand recognition will influence visitors’ visit intention towards restaurant selection.
RO5: To examine whether the endorsed brand attitude will influence visitors’ visit intention towards restaurant selection.

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