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.

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