An exploratory study of the smoking issue in restaurants Available to Purchase

The purpose of this study is to identify attitude differences between smokers and non‐smokers regarding smoking in restaurants and existing smoking by‐laws. The findings can assist restaurant managers to resolve the dilemma of in‐restaurant smoking. Qualitative research methods were used to capture the holistic and meaningful characteristics of real‐life events. Three different data collection techniques were employed for methodological triangulation. Content analysis was applied to the data, collected through participant observations, focus group interviews, and in‐depth interviews. To account for the relationship between a theoretical perspective and certain messages, the categories used in the content analysis were determined by both induction and deduction. The findings enhance the understanding smoking and non‐smoking customers’ thoughts, feelings, and actions in restaurants, and clarifying the resulting challenges for restaurant managers.