The Future of Tipping in Hospitality: An Exploratory Study on Consumer Attitude in Canada

Sylvain Charlebois, Poppy Riddle and Janet Music

International Journal of Business and Management, 2023, vol. 17, issue 4, 53

Abstract: This exploratory study examines the perception of gratuity behaviours in Canada during the COVID-19 pandemic. Using a nationwide survey, results were analyzed using statistical and cross tabulation analysis and interpreted through a prosocial spending framework to understand consumer behaviour in which food service patrons perceive emotional benefits from the experience. We find tipping is still strongly supported and most do not anticipate this to change. Social expectations of tipping amounts have not changed and remain at 15% (restaurant) and 10% (deliveries). Though most respondents perceive an increase in social expectations during the pandemic, there seems to be a slight decrease in support for tipping with the youngest age range and more supportive of tipping alternatives. Financial impacts of income loss may have contributed to less use of tipped services but does not seem to affect tipping behaviours. With people feeling in control of their own decisions, and perceive it as benefiting others and enabling connection, there is still strong support for tipping as a social norm.

Date: 2023
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