Restaurant Authenticity: An Analysis of Its Influence on Restaurant Customer Perceptions and Behaviors

ABSTRACT

This study developed a conceptual model to test the influence of restaurant authenticity on customer perceptions and behaviors at restaurants serving a destination’s authentic regional cuisine. The framework for the study was grounded in social cognitive theory, the Mehrabian-Russell model, consumer-based model of authenticity, congruence theory, and associative network theory. Overall, 804 surveys were completed at restaurants in the American Southeast serving authentic Southern cuisine. All relationships in the model were significant and restaurant authenticity had the strongest influence on peak experience. Academic contributions from the study added to the literature on restaurant authenticity, which is limited. For restaurant practitioners, the findings suggest that it may be beneficial to develop a loyalty program in authentic regional restaurants which can allow individuals to stay connected with a restaurant on an ongoing basis and help establish a personal connection.

KEYWORDS:

• Restaurant authenticity
• Southern cuisine
• customer perception
• behavior