Will Macau's Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic?

ABSTRACT

COVID-19 presents a formidable challenge to global tourism. One of the emergency measures adopted by the Macau restaurant industry has been to increase its revenue by joining an online-to-offline (O2O) platform. Nevertheless, are there any risks that follow these opportunities? This article aims to explore whether any risks follow these opportunities, which could extend the literature. Study 1 explores the key factors that customers focus on by analyzing the content of customer reviews published on the Aomi platform through Python. Results show that brand credibility, freshness, and taste remained prominent in the customers' dining experience. Packaging, delivery quality, and hygiene emerged as new factors due to the COVID-19 pandemic and the popularity of the O2O platform. Customers and staff continued to participate in service interactions through these online channels. Meanwhile, Study 2 contributes to the present understanding of O2O services in restaurants by interviewing catering professionals, and the results highlight how restaurateurs adopt their strategies on O2O platforms.