There is a paucity of published research regarding menus as marketing tools for resort hotel restaurants. Few studies focus on menu design as a sales tool although several emphasise the role of service employees as marketing tools for restaurant menus. Similarly, few studies focus on online menus and their effectiveness in influencing potential customers decision-making processes although several show that menus can be advertised through various marketing channels, e.g. newspapers. This book investigates menus as marketing tools for resort hotel restaurants through menu-related factors (MRFs): menu item descriptions; menu variety; menu design.

Ahmed Baiomy is a lecturer of Hotel Management in Faculty of Tourism and Hotel Management at Helwan University, Cairo, Egypt. He has got his PhD in Hotel Management from Cardiff School of Management, Cardiff Metropolitan University, UK. His research interests include menu marketing, e-marketing; relationship marketing, customer satisfaction.