Books and journals Case studies Expert Briefings Open Access
Advanced search

Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants

SooCheong (Shawn) Jang (Department of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana, USA)
Yinghua Liu (Panda Express, Inc.)
Young Namkung (College of Hotel & Tourism Management, Kyung Hee University, Seoul, South Korea)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 12 July 2011

Abstract

Purpose

–

Given the rapid development of ethnic‐themed restaurants, this study aims to investigate how authentic atmospherics affects consumer emotions and behavioral intentions in Chinese restaurants in the USA.

Design/methodology/approach

–

A total of 348 usable responses from full table service restaurants in the USA were obtained via self‐administered questionnaires. A proposed model was tested following Anderson and Gerbing's two‐step approach: a measurement model and a subsequent structural model.

Findings

–

Using a structural equation modeling technique, this study found that authentic atmospherics significantly influences consumers' positive and negative emotions, and both types of emotions acted as full mediators between authentic atmospherics and behavioral intentions. Subsequent regression analyses revealed that menu presentation, furnishings, and music were significant predictors of positive emotions whereas menu presentation and music significantly influenced negative emotions.

Research limitations/implications

–

The data were collected from only full table service restaurants. Therefore, generalizing the results for other segments of the restaurant industry may not be possible.

Practical implications

–

The findings have important implications for selecting and refining crucial elements of authentic atmospherics in order to enhance customers' favorable emotions, avoid unfavorable emotions, and ultimately heighten positive behavioral consequences.

Originality/value

–

Different from previous studies on the general aspect of atmospherics, this study exclusively investigates the effect of authentic atmospherics on customer post‐dining behavioral intentions in Chinese restaurants, one of the most popular ethnic restaurant segments in the US foodservice market. This study could also provide directions for improving the perceived authenticity of restaurant atmospherics.

Keywords

  • Authenticity
  • Atmospherics
  • Emotion
  • Behavioral intention
  • Ethnic restaurant
  • Chinese restaurant
  • China
  • United States of America

Citation

Jang, S.(S)., Liu, Y. and Namkung, Y. (2011), "Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants", International Journal of Contemporary Hospitality Management, Vol. 23 No. 5, pp. 662-680. https://doi.org/10.1108/09596111111143395

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you do not have access to teaching notes

You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here