Journal
INTERNATIONAL JOURNAL OF HOSPITALITY & TOURISM ADMINISTRATION
Volume 20, Issue 1, Pages 101-127Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/15256480.2017.1359734
Keywords
American restaurants; authenticity; customer perception; regional; return intentions; satisfaction; Southern-style
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This study assessed perceptions of authenticity and its relationship with satisfaction and return intentions for regional American-style restaurants using randomly selected customers at a Southern-style country-cooking restaurant. Results showed that personal and restaurant attributes influenced perceived restaurant authenticity, with a restaurant's food and beverage and local community marketing having the strongest influences. Results also showed that perceived authenticity influences restaurant satisfaction and return intentions. Findings suggest restaurants should ensure their food and beverage meets customers' authenticity standards and that they should promote their community connections in order to enhance diner loyalty and return patronage. Implications are discussed in detail.
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