Market-mediated authenticity in culturally themed culinary space. Issue 3 (11th June 2018)

• Record Type: Journal Article
• Authors: Sinha, Nilanjana; Roy Chaudhuri, Himadri; Fowler, Jie G.; Mazumdar, Sitanath
• Is Part Of: Qualitative market research. Volume 21:Issue 3(2018)
• Page Start: 353
• Page End: 374
• Publication Date: 2018-06-11
• Subjects: Authenticity -- Identity -- Culinary culture -- Themed restaurants; Marketing research -- Periodicals; 658.8305
• DOI: 10.1108/QMR-07-2016-0059
• Languages: English
• ISSNs: 1352-2752

Abstract

Abstract : Purpose: This paper aims to explore authenticity as a multidimensional construct from both consumer and service provider perspectives in the context of culturally themed restaurants in Kolkata, India. Design/methodology/approach: Utilizing a phenomenological design, data have been collected through participant observation, photographs and semi-structured interviews in Bengali-themed restaurants over a two-year period. Findings: By articulating the processes and dimensions that operate behind the narrative of authenticity, the findings display the interaction between market/cultural forces and the perception of authenticity. These reveal that authenticity embraces four major categories, namely, traditional, staged-form, postmodern and constructivist. Research limitations/implications: This study provides insights into the collective role of both consumers and service providers in mediating perceptions of authenticity. Theoretically, this study contributes to the literature by articulating four dimensions of authenticity. Practical implications: Practically, this study assists marketers with insights into the balance of authenticity and the commoditization of culture. Originality/value: As globalization weakens cultural boundaries and jeopardizes regional identities, there is a need for reassuring cultural continuity that upholds ethnic legacy for local consumers. Thus, this study provides theoretical and practical insights for both researchers and practitioners concerned about maintaining authenticity in a global marketplace.