Market-mediated authenticity in culturally themed culinary space
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.
Keywords
Citation
Sinha, N., Roy Chaudhuri, H., Fowler, J.G. and Mazumdar, S. (2018), "Market-mediated authenticity in culturally themed culinary space", Qualitative Market Research, Vol. 21 No. 3, pp. 353-374. https://doi.org/10.1108/QMR-07-2016-0059
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited