Examining the Influence Mechanism of Customer Perceived Food Authenticity and Loyalty in the Ethnic Restaurant: Cultural Identity as a Moderation

Yafen HUANG, Ying TANG, Zhen CHEN

Abstract


The paper examines the structural relationships of customers’ authenticity perception on satisfaction and loyalty in the ethnic restaurant, cultural identity as moderation. A survey was conducted and the structural equation modeling analysis method was adopted. The research displays the following results: the perception of authenticity has significant direct impact on satisfaction and loyalty. The perception of authenticity has indirect impact on loyalty through satisfaction as well. And the directly effect on destination is more significant than indirect effect. Cultural identity has moderation between perceived authenticity and satisfaction. In order to realize the sustainable development of the ethnic restaurants, this paper put forward some suggestions: grasp the dimension of customers’ perception of authenticity and improve the satisfaction and loyalty of ethnic restaurants; maintain the authenticity, realize the cross - local operation of ethnic restaurants; highlight the sense of cultural identity and strengthen the “taste of hometown” in ethnic restaurants.


Keywords


Ethnic restaurant; Perceived food authenticity; Satisfaction; Loyalty; Cultural identity

Full Text:

PDF

References


Cohen E., & Avieli, N. (2004). Food in tourism: Attraction and impediment. Annals of Tourism Research, 31(4), 755-778．

Ebster, C., & Guist, I. (2004). The role of authenticity in ethnic theme restaurants. Journal of Foodservice Business Research, 7(2), 41-52.

Fields, K. (2002). Demand for the gastronomy tourism product: Motivational factors. Tourism and Gastronomy, 37-50.

Giese, J. L., & Cote, J .A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, (1), 1-24.

Gilmore, J. H., & Pine, B. (2007). Authenticity: What consumers really want? Boston: Harvard Business School Press.

Ha, J., & Jang, S. C. S. (2010). Perceived values, satisfaction, and behavioral intentions: the role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2-13．

Huang, Y. L. (2013). A Study on the relationship between environment perception, place attachment and tourist satisfaction: A case study on the traditional village of Xiaozhou. Ji’nan University.

Jang, S. S., Liu, Y., & Namkung, Y. (2011). Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants. International Journal Contemporary Hospitality Management, 23 (5), 662-680.

Kim, Y., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: a grounded theory approach. International Journal of Hospitality Management, 28(3), 423-431.

Light, D. (2001). Facing the future: tourism and identity-building in post-socialist Romania. Political Geography, (20), 1053–1074.

Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28 (3), 338-348.

Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: the case of ethnic restaurants. International Journal of Hospitality Management, (50), 36-45.

Lu, P. H. (2012).Authentic diningexperiences in ethnic theme restaurants. International Journal of Hospitality Management, 31 (1), 304-306.

MacCannell, D. (1976). The tourist: a new theory of the leisure class. New York: Schocken.

MacCannell, D. (1973). Staged authenticity: Arrangements of social space in tourist settings. American Journal of Sociology, (79), 589 - 603.

Molz J. G. (2004). Tasting an imagined Thailand: authenticity and culinary tourism in Thai restaurants. Culinary Tourism, 53-75.

Okumus, B., Okumus, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: the cases of Hong Kong and Turkey. Tourism Management, 28 (1), 253-261.

Oliver, R. L. (1993). Cognitive, affective and attribute bases of the satisfaction response. Journal of Consumer Research, 20(12), 418- 430.

Trilling, L. (1972). Sincerity and authenticity. London: Oxford University Press.

Tsai, C. T. S., & Lu, P. H. (2012). Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31(1), 304-306.

Wang N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349 -370.

Yin, Y. J., & Zheng, S. G. (2017). An analysis of the “Boiled Meat in the Pot” from the perspective of cultural identity. Journal of Mudanjiang University, 26(5), 100-102.

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on the destination loyalty: A structural model. Tourism Management, 26(1), 45-56.

Zeng, G. J., Liu, M., & Liu, B. (2013). Research on process to trans local restaurants’ culture production: Based on the perspective of symbolization of authenticity. Geographical Research, 32(12), 2366-2376.

Zeng, G. J., Li, L., & Liu, B. (2014). Reconstructed authenticity in trans local cultural production of food:a case study of Northwest China Cuisine in Guangdong. Acta Geographica Sinica, 69(12), 1871-1886.

Zhang, H. Q., & Chen, Y. (2013).Study on the authenticity of tourism development in ethnic villages from a perspective of anthropology. Journal of Xiangtan University (Phylosophy and Social Science), 37(4), 148-153.




DOI: http://dx.doi.org/10.3968/11482

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Canadian Social Science

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Online Submission: http://cscanada.org/index.php/css/submission/wizard

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: [email protected]; [email protected]; [email protected]; [email protected]

 Articles published in Canadian Social Science are licensed under Creative Commons Attribution 4.0 (CC-BY).

 

Canadian Social Science Editorial Office

Address: 1020 Bouvier Street, Suite 400, Quebec City, Quebec, G2K 0K9, Canada.
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mail:[email protected]; [email protected]

Copyright © Canadian Academy of Oriental and Occidental Culture