Holiday effects on stock prices of the restaurant industry

Chia-Ning Chiu

Current Issues in Tourism, 2020, vol. 23, issue 9, 1109-1121

Abstract: Extant studies of holiday effects on the hospitality industry are limited, particularly those examining its effects in the restaurant industry. Therefore, the purpose of this study is to examine the impact of holiday effects on the restaurant industry in the United States during the period from 2011 to 2016. The empirical results show that there is a holiday effect on most restaurant stocks in the market. Almost all significant abnormal volatility of stock prices of the restaurant companies are negative. The frequency of abnormal volatility on federal holidays is higher than those on non-federal holidays. This study contributes to both academia and industry. For academia, this research examines the theory of behavioural finance to explain abnormal returns and volatility. For industry, this study provides investors with riskless and profitable strategy to earn money. Investors or shareholders can benefit from insight on holiday effects because this knowledge can aid in determining the right time to purchase or sell stocks to earn abnormal returns.

Date: 2020
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DOI: 10.1080/13683500.2019.1586846

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