The congruity between social factors and the theme of an ethnic restaurant: Its impact on the customer’s perceived authenticity and behavioural intentions

Hanqun Song, Bich Van Phan, Jong-Hyeong Kim

Research output: Contribution to journalArticle


Consumers are eager to experience authentic food and culture in ethnic restaurants. In addition to the verified antecedents of perceived authenticity, such as food and environment-related attributes, restaurant authenticity studies have recently started to examine the effect of the social factors of ethnic restaurants, such as the employees and other customers, on customers’ authenticity perceptions. Drawing from the congruity theory, the current study moves a step further to identify that the congruity among employees’ ethnic appearances, other customers’ ethnic appearances, and the ethnic restaurant’s theme, as well as customers’ knowledge of the ethnic cuisine, influence customers’ authenticity perceptions. This study offers suggestions to ethnic restaurants to increase the customers’ perceived authenticity and behavioural intentions.
Original languageEnglish
Pages (from-to)11-20
Number of pages10
JournalJournal of Hospitality and Tourism Management
Early online date21 May 2019
Publication statusPublished - Sep 2019


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